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Green light for firms adopting sustainability

Companies build better brands with eco-initiatives

Hindustan Unilever's Surf excel laundry detergent displayed at a store in Mumbai, India. In 2010, Unilever transformed the functions that influence its brand and created new opportunities under its Unilever Sustainable Living Plan - a blueprint for the company to reduce its carbon footprint.

SUSTAINABILITY is the new mantra for strategic differentiation. The global brand and marketing industry is abuzz with brands implementing new sustainability initiatives. The Hershey Company, for instance, recently made new deforestation prevention commitments in its supply chain through a...

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