Sustainability News

Increasingly, the world of sport is being asked to address and play a leadership role on a host of sustainability issues, whether it be social concerns around gender equality and inclusion or environmental topics such as climate change or the use of plastic.

Adidas, Budweiser and Abercrombie & Fitch. All three of these major brands made sustainability statements via advertising and marketing over the last couple of weeks. How each initiative was received however says a lot about the thinking that went into the campaigns and, possibly, how deeply sustainability has been embedded within the brand itself.

About a decade ago, just as social media was exploding across the consciousness of major brands, I invited a well-known expert in this young field of social media marketing to speak at a conference I ran at the time.