Sustainability is the USP brands must adopt now: Mint

(Shuchi Bansal is the media, marketing and advertising editor at Mint. The article first appeared in Mint on August 19, 2021)

 

  • Sanjay Sarma, advertising veteran and founder of boutique branding and communications advisory SSARMA Consults, is as passionate about sustainability as he is about brands. He is closely involved with the International Climate Summit 2021 on “Powering India’s Hydrogen Ecosystem” to be held in New Delhi next month. So, last week, when the United Nations’ Intergovernmental Panel on Climate Change (IPCC) released its landmark study, which said human activity has warmed the atmosphere, oceans and land causing extreme heatwaves, floods and droughts, he was quick to underline the need for brands to adopt sustainable practices. While the UN chief termed the report “code red for humanity”, scientists said deep cuts in emissions of greenhouse gases could halt the rise in temperatures, putting the spotlight back on what corporates, brands and consumers could do to save the planet. “We only have one,” said Sarma, adding that while consumers could pledge to reduce material consumption, brands could commit to reducing the use of fossil fuel-based materials…

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