Luc Speisser, global chief innovation officer at Landor & Fitch
Sustainability is now more than a buzzword. The recent Leaders’ Summit on Climate, attended by the leadership of Saudi Arabia and the UAE from the region, for example, has underlined the importance of concerted government action to cut greenhouse gas emissions.
Not surprisingly, businesses too have embraced the sustainability factor in building their brand narrative. Every brand of repute now talks about ‘going green’, ‘giving back to society’ and embarking on the ‘journey to net-zero.’
When everyone discusses the same goals, what comes through from the market landscape is a green sea of sameness. Few b
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