Search the Sustainable Brands Library

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.

  Sign up for SB Newsletters
Get the latest personalized news, tools, and virtual media on a wide range of sustainable business topics in your inbox.


User login



Click a term to initiate a search.

Media Type