"How can brands communicate their sense of sustainability in an effective way to consumers? Well, every brand has owned properties these days – packaging, space within a store, sales force who sell to consumers. You need to see how best you can embed sustainability into each of these consumer touch-points and properties."
"I would like to see greater awareness of these unusual attributes of the group – among both policy makers and the general public. We have certainly been moving in the right direction in recent years, but to make a bigger impact in the North American market we would need to scale up activities that reflect our culture – and do more of them locally."