Sustainability is the new mantra for strategic differentiation. Becoming recognized as a “sustainable” organization can enhance brand equity, as well as unlock opportunities to create new markets and launch sub-brands, line extensions, and packaging innovations. But it requires organizations to put processes in place at every level of the organization.

The global brand and marketing industry is abuzz with brands implementing new sustainability initiatives. The Hershey Co., for instance, recently made new deforestation-prevention commitments in its supply chain through a comprehensive pulp-and-paper policy and increased efforts to trace the sources of all palm oil supply. Other examples include Mondelez International’s Cocoa Life Initiative and Unilever’s Sustainable Living Plan.

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