Brands should embrace sustainability as an opportunity to redefine value - it's an amazing opportunity. One that brand world has missed.

Brands are terrible at dealing with sustainability. Treating it as a risk or a product feature. They could do so much more - and should.

Our economic system disregards all natural constraints. Marketing and branding has aided and abetted this destruction. Time for a change.

Doing good is not - and never can be - a marketing campaign.