Building brand value through sustainability

Business leaders will be able to learn how to increase their bottom line and gain a competitive advantage through the Griffith Business School’s (GBS) speaker series.

The Sustainability Series 07 provides business leaders with a platform to learn about international best practice, as well as build networks within the local business community.

“Business leaders are beginning to realise sustainability is now as important as the bottom line. To remain successful, business leaders need to adopt sustainable practices and build these into their brand,” Pro Vice Chancellor (Business) Professor Michael Powell said.



The third seminar, ‘Building brand value through sustainability’ – will feature Senior Policy Advisor for the World Wildlife Foundation (WWF) in the United Kingdom, Anthony Kleanthous.



Mr Kleanthous, who is also the Strategy Director of Clownfish Marketing, will share his research findings from the WWF Let Them Eat Cake report.

“Instead of preaching about the moral responsibility of business to further the goals of sustainability, Anthony will expose the commercial potential of a new approach to business, based on ‘responsible’ mainstream brands,” Professor Powell said.

Mr Kleanthous says this potential comes from an increasing demand among mainstream consumers for their regular brands to come with environmental and social responsibility ‘built-in’.

At the seminar Mr Kleanthous will help Business leaders understand that sustainability can act as a differentiator between mainstream brands, encourage loyalty and even change people’s perceptions of themselves.

“To unlock the commercial potential, environmental and social values must be built into the DNA of mainstream consumer brands,” Mr Kleanthous said.

Mr Kleanthous will highlight a number of brands that have successfully applied this approach, including UK supermarket chain Marks & Spencer and Dove Cosmetics.

Professor Powell said with a host of national and international experts, the series covered important elements of sustainability and have been extremely popular.

Followed by a networking function, the seminar will be held on Monday, March 19 from 5pm -7.30pm in Lecture Theatre 1.15 of the Arts and Education Building (G30) on Griffith’s Gold Coast Campus. Attendance is free.

Seats are limited and bookings are essential. RSVP by March 14 to gbs@griffith.edu.au or 1800 145 155. For information on future presentations in the Sustainability Series 07 visit www.griffith.edu.au/gbs