I came across an interesting post on the Glasshouse Partnership blog today which discussed the issue of sustainability.
The piece argued that in an increasingly transparent business world it is not surprising that integrity ranked highest in a 2009 list of 68 brand values, with 36 mentions. What was surprising then was the fact that only 3 companies mentioned sustainability as part of their brand value. It occupied the 15th position, side by side with accountability, followed by transparency.
That was then. It would be difficult in 2011 to imagine sustainability being so far down the list. My guess would be Top 5 for most organisations, and higher, for some. There may, of course, be a strong element of greenwash here, but which organisations, given half a chance, wouldn't attempt to justify their sustainability credentials today?