These attributes – like fairness, low ecological footprints, ethics, ‘goodness’ and trustworthiness are embedded in its products, people, corporate fibre, processes and ethos. These attributes are the brand. And consumers love it.

PICK UP A NEWSPAPER ANYWHERE IN THE WORLD, on any day, and you’ll find an article on some aspect of sustainability. Global warming is on everyone’s lips. Suddenly green is mainstream and has a suit and tie. Shoppers around the world are increasingly becoming aware. Aware of what is considered healthy (for people and for the planet) and what is not. Consumers are becoming increasingly enlightened and empowered. They are asking questions, demanding to know more about the attributes of the products they are buying, the values behind and beyond the price. Consumer goods brands are responding and fast moving to green their image. But how do you tell the difference between a truly sustainable brand and one that is just engaging in green wash? Here are some clues.