SPONSORED | ArenaEventsZA Post pandemic, brands that support sustainability in meaningful ways are supported and promoted by the youth.
A recent online Sunday Times GenNext event analysed how authenticity is a key marketing currency that includes self-awareness and willingness to make changes in businessBrands that successfully market a sustainability message to the young generation tend to be authentic, transparent and open to youth culture.Having a good product is no longer enough to win the purchasing power of young people.
Lipalesa Morake, senior programmes manager for strategic partnerships at Global Citizen, said sustainability is about being authentic, especially about climate change. For Thando Lukhele from the Junior Board of Directors, a standout brand driven by sustainability is Cotton On — given that it is supplying new clothes manufactured from recycled fabric. She said a company that acknowledges the needs of their country and acts transparently, is one worth supporting.
Quoting the proverb, “If you want to go fast, go alone; if you want to go far, go together,” Tsolo said Attacq’s malls involve their employees and smaller tenant businesses in the sustainability process.