The evolution of social sustainability in contemporary brand and brand building.

Abstract

The following research study adopts a qualitative approach in order to explore how social sustainability has evolved throughout the brand-building spectrum and to what extend social sustainability can be considered a relevant contribution to sustainable efforts within society or to what extent contemporary brand-building is utilising sustainability simply as a strategic advantage within brand-building. The research study will analyse social sustainability within an undisclosed organisation within South Africa known for exemplifying sustainability within their business practice in order to address the outlined objectives of the research study. The initial information of the research study has been gathered through qualitative means, utilising survey research which has led to specific sustainable themes being identified which has drawn on relevant conclusions. The following research study has concluded the undisclosed organisation in which primary research has taken place, exemplifies social sustainability as a brandbuilding advantage and the sustainability orientated nature of the undisclosed organisation is where their unique identity is built from, adopting practices from the reform approach to sustainable development and crafting an innovative environment of sustainable progressivism, recommendations include a proposed business model which seeks to leverage sustainability as a brand-building advantage that extends not only to the benefit of contemporary organisations, but to the benefit of greater society. Brands are purpose-driven and that should translate to uplift the environment in which these brands operate in.