Successful sustainability initiatives have become a key component of global firms’ brand strength, according to the consultancy behind the annual Best Global Brands Report. Speaking ahead of the publication today of the latest edition of the report, Rune Gustafson, London chief executive at Interbrand ^[1], said that it was becoming almost impossible for a firm to retain a strong brand without also having a credible sustainability strategy. “It is becoming a “hygiene factor”,” he explained. “If you don’t have a good sustainability record people will be turned off by the brand.” Read more ^[2] Source: Business Green