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Green Giants: What Underlies the Success of the World’s First Billion-Dollar Sustainable Brands, and How Others Can Catch Up - Freya Williams

In her brilliantly-put-together new book, Freya Williams explores what underlies the success of the world’s first nine billion-dollar sustainable brands. She identifies six types of factors responsible for their success: iconoclastic leadership fueled by deep conviction and a rebellious streak; disruptive innovation that uses sustain ability to spur the development of radically better products and services; a higher purpose that ignites the company; mainstream appeal with positioning and packaging stripped of the crunchy cliches that alienate the average customer; embedding sustainability values throughout the entire organization; and establishing a new ‘behavioral contract’ with consumers and other stakeholders. Join this talk to understand how each of these success factors drives brand and business value.

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