Driving towards sustainable business


  • Metro News
  • Monday, 22 Oct 2018

ABOUT 400 advocates of sustainability attended the fourth edition of the Sustainable Brands 2018 conference in Kuala Lumpur to get insights into how companies could leverage environmental and social innovation to drive business and brand value.

The two-day conference held at Connexion@Nexus in Bangsar South was part of the Sustainable Brands circuit comprising 11 international destinations.

It served as a platform for the world’s largest brands to discuss and exchange ideas, and discover the latest sustainability trends, opportunities and challenges from each other, global thought leaders and practitioners.

Founded on the belief that unleashing the best of human ingenuity and innovation can change the shape of business, the Sustainable Brands 2018 conference themed Redesigning the Good Life highlighted how businesses could position their respective brands by responding to shifting societal needs, learning how to redesign products and services, and rethinking models for a changing economy.

The conference saw experts addressing relevant issues including the reduction of plastic waste and highlighting the best way forward towards developing a sustainable economy in line with “what profits the planet also profits brands”.

This goal was in line with the Energy, Science, Technology, Environment and Climate Change Ministry’s initiative to harness energy produced from waste through waste-to-energy (WTE) technology.

The conference complemented the ministry’s objective of supporting the country’s economic development through science and technology, and creating more job opportunities for Malaysians in the fast-growing green industry. It was also in tandem with Malaysia’s efforts in achieving the target of becoming a zero single-use plastic nation by 2030.

“Brands large and small are demonstrating business success now with peer-to-peer consumption models and new products and service offerings that resolve social problems and resource tensions along the value chain,” said Gerald Miranda, chief executive officer of Zenith Media and convenor of the conference.

“Conscious business is not about abandoning the strengths of capitalism but rather complementing it by doing the ‘right’ thing. Today, there is greater realisation that profit and purpose can and should go hand in hand.

“Great companies are even willing to make short-term financial sacrifices to achieve their corporate purpose and endure over time.

“Research also shows that brands which deliver both purpose and profit consistently outperform their competitors,” he added.

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