Think about the attributes that great brands share—passion, purpose and clarity.  They’re distinctive, interesting and engaging. Then think of sustainability. Ugh.  Even the word rings wrong. It’s leaden, virtuous, earnest, wonky, dense, dorky. A literary liability—in the US, anyway.  In the UK and in other places, sustainability is bouncier, younger and actually speaks to people, not at them.

The question is how to sexy up sustainability so that it sounds less stale.