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AUSTIN WEST

BRANDS AND SUSTAINABILITY: HOW DO THEY WORK TOGETHER?

September 22, 2016

BRANDS AND SUSTAINABILITY: HOW DO THEY WORK TOGETHER?

Some brands, like GE, have broken the proverbial B2B mold and developed a sustainability strategy that is strengthened by its link to business strategy. GE’s well-defined and well-managed brand allows the organization to leverage it for sustainability.

GE has effectively linked sustainability with brand by:

1. Using the brand as a business decision-making tool Linking ecomagination with GE was a strategic decision. There are real products related to ecomagination, so the GE commitment to environmental sustainability is credible. B2B organizations often react to sustainability by creating eco-labels across existing products without giving the eco-label a raison d’être.

2. Making it a lever of organizational behavior “Imagination at work” is a behavior that is evidenced in every department—be it green product development or HR practices around sustainability. It is imbued in the very name “ecomagination.” The GE ecomagination project in Masdar City in Abu Dhabi to build the world’s first zero-carbon city is living proof of “imagination at work.”

3. Leveraging the GE brand as a beacon for employee engagement GE’s well-documented treasure hunts in manufacturing plants to make them more energy efficient are legendary.

4. Investing in marketing and communication GE has invested over US$ 90 million in PR and marketing for ecomagination.

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