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Use sustainability to build an advantage

As more consumers seek out greener brands, John Grant explains how businesses can take an eco-friendly stand, marketing their sustainability to build a competitive advantage, but avoid greenwashing

Economic analysis

Once upon a time, corporate social responsibility (CSR) was merely a fringe activity. Some companies treated it as a subset of reputation, reporting and risk management. Others managed to avoid it altogether. But a few pioneers took it more seriously and started to look at the impact of their supply chain and operations in order to reduce any harmful side effects.