This is all to say that brand and sustainability are not only intrinsic to each other’s success; they have the answers the other is looking for. Brands can potentially be epic storytellers thanks to evidence and data backing sustainability efforts. But no one can listen if they don’t have access to the most compelling aspects of the narrative across audiences.

However, when these two disciplines are brought together, they can simultaneously drive value for each other and deliver sustainability stories that are all at once clear, connected and credible.

So, suppose the biggest challenge facing sustainability today is a brand challenge. In that case, that may also be the perfect rallying cry for marketers to leverage the brilliant minds of sustainability peers and overlay with consumer and cultural needs to fuel creative problem-solving. This will help create an emotional connection with stakeholders and ultimately, build confidence in where a brand concentrates.