‘People … might bowl alone, but they socialize around brands and fan culture’, according to Arvidsson (2008: 327), who notes that brands are becoming more like communities. Nearly 20 years ago, it was recognized that consumers’ attention is more focused on brands, and this is especially true now as people use brands to define themselves and their social groups.
- A sustainable business leverages the social and environmental activity of the twenty-first century to boost brand value and perception.
- The pursuit of the production of emotional benefits supported by knowledge of ecologically sound functional features would be the goal of the most successful green branding strategy.
Environmental, social, and governance (ESG) issues are trendy right now, and they are only going to get more popular as businesses adjust to the social and environmental challenges we face. The need for sustainable methods and goods is already starting to impact various companies and organizations, even though it is particularly pertinent to sectors like energy, building, and transportation.