The state of sustainability. Emily Hall Content Marketing Manager Relative InsightSustainability. noun. the quality of being able to continue over a period of time. the quality of causing little or no damage to the environment and therefore able to continue for a long time. .01 .02 .01As the international focus on sustainability moves firmly into the mainstream, brands and agencies are not only required to adopt sustainable practices and behaviours, but also to carefully and meaningfully articulate what they are doing. And more importantly, explain why. “ Having no opinion is often as damaging for brands than having the wrong opinion. 79% of consumers are adapting their purchase preferences to reflect environmental impact. The challenge.

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