Responsible Marketing: Purpose-led branding

Esen Mestan

Marketing Director, EMEA & Russia & India at Young Living Essential Oils

Learning Objectives

Sustainability used to be thought of only as a CSR project is now becoming an integral part of the company philosophies. A sustainable brand should integrate environmental, economic and social causes into its operations, rather than just focusing on ecological aspects as many brands do. Consumers are becoming risk-averse in spending their money, and when they do, they favour "genuinely" sustainable brands, which focus on all three aspects of a sustainable brand.

Key Takeaways:

  • Importance of sustainability in 2021

  • Sustainability as integral part of company philosophy

  • Consumer attitude and sustainability