ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book includes interviews conducted with leading figures who have transformed the way their companies do business, case studies illustrating how those companies and others have developed more sustainable brands, and research into the attitudes of the post-millennial Generation Z that will shape how business and society interact in the coming decade. It offers practical guidance for those who want to build sustainable brands, with clear criteria for what makes a good social mission, a step-by-step process for building one, and guidelines for developing partnerships and communications strategies. Businesses ultimately have to sell products or services to people and people are society. Businesses have always had to have a social mission in that sense. In a small community, the connection between business and society is simple to see.
