"Brand Sustainability" Here is a term that means different things to different people, different brands, and even different industries. But what is it really and how should your brand respond?Katie Klencheski from SMAKK Studios discusses what brand sustainability is and how brands can make a meaningful impact that resonates with their customers.Listen in to learn:[2:50] How is sustainability defined?[5:21] What is cause-washing and how can companies avoid it?[7:55] What do different generations expect when it comes to sustainability?[10:14] Can small changes really have an impact?[13:03] Why is it so hard for companies to change and is it really worth the effort?[15:05] Is absolute sustainability possible? [18:43] Are consumers focused on the right things when considering sustainable brands?[22:16] What practices are emerging among companies?[25:43] How can companies stand out when sustainability is expected and not a differentiator? Follow Christine Gritmon on Twitter: @cgritmon and join her each Tuesday for the #ChatAboutBrand Twitter chatSubscribe to the Let's Talk About Brand Newsletter that goes out every Monday to ensure you don't miss a beat!Listen to Let's Talk About Brand on your favorite podcast platform!You can listen and subscribe to all of Adweek’s podcasts by visiting adweek.com/podcasts.Stay updated on all things Adweek Podcast Network by following us on Twitter: @adweekpodcasts.And if you have a question or suggestions for the show, send us an email at podcast@adweek.com. Hosted on Acast. See acast.com/privacy for more information.