Malaysia leads in sustainable brands development

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Malaysia is at the forefront of the effort to drive engagement and dialogue on new opportunities for brand innovation that solve real social and environmental issues, said Zenith Media CEO and Convenor of the conference Gerald Miranda.

Miranda said the event on Sustainable Brands Worldwide discussed how leaders reposition their brands around deeper meaning and purpose and how to create authentic, two-way conversations that improve stakeholder relationships and support innovation.

The event highlights the vision of global thought leaders and practitioners as they discuss the earnest way forward towards developing a sustainable economy.

The opening ceremony of the conference held at Connexion@Nexus, Bangsar South, Kuala Lumpur, yesterday is the third time Malaysia is showing its progress in the international circuit of Sustainable Brands Worldwide.

“The Sustainable Brands community continues at the forefront of brand innovation as regenerative models make way into the mainstream business. Brands large and small are demonstrating business success now with new products and service offerings that resolve social problems and resource tensions along the value chain,” said Miranda.

Spearheading the international speakers at the conference will be the CEO and Founder of
Sustainable Brands Worldwide, KoAnn Skrzyniarz. (The event is ongoing today).

Miranda said: “Our community of brand innovators has been testing new frameworks, methods, tools and partnerships to ensure purpose-driven brands outperform traditional brands in delivering tangible business results.”

“Sustainability is a major issue that affects the purchasing decisions of today’s youth. 85% are willing to switch brands if they know that a brand contributes back to society. Also 91% of youth want to be involved with socially responsible companies. This underpins the fact that sustainability resonates intrinsically with the youth today.”

Social responsibility is now imperative for businesses. Consumers are increasingly making
conscious decisions to be more responsible stewards of the earth and they expect the same from corporations.

It is the largest global community of its kind, comprising forward-thinking professionals who share case studies with businesses that understand that sustainability is not just an environmental responsibility, but a key driver of brand value. Research shows that brands which deliver both purpose and profit consistently outperform their competitors.

According to Miranda while consumer trust in brands was declining worldwide, brands that are courageously tapping purpose to create value are demonstrating substantially more resilience through this transition.

Miranda added: “Brands that are leading with environmental and social purpose at their core are thriving. In the past 10 years, we’ve seen business leaders in our community test new frameworks, deliver new tools and identify new partnerships that commit to delivering purpose profit. It’s time to recognise that our collective action creates and scales positive impact toward a flourishing future. This year’s theme celebrates the brands that are bold in their commitment to change.”