advice on how to build meaningful brands

April 15, 2021

91 | The business case for sustainability – with Chad Park

Why you’ve got to listen to this episode:

Brands of all industries and sizes are facing complex and unprecedented social, environmental and economic challenges. There are increasing expectations from consumers and investors alike for brands to demonstrate their genuine commitment to help with these complex issues. But what does it mean to be a sustainable business and how can brands address these issues while ensuring financial viability?

In today’s episode, I speak with Chad Park, VP of Sustainability and Citizenship at The Co-operators, Founding Director of the Energy Futures Lab, and founding member of The Natural Step Canada team.

Chad’s work focuses on a wide range of sustainability and social innovation areas, including collaborating for systems change, sustainability-driven innovation, organizational change, and sustainability leadership. He has led multi-stakeholder approaches to tackle complex social and environmental challenges and has been recognized for his leadership in the field of sustainability with the Clean 50 award – the 50 individuals in Canada who have done the most to advance the cause of sustainability and clean capitalism. Chad was also recognized for his leadership and accomplishments in working with dozens of leading Canadian businesses and municipalities to help them integrate sustainability into their business strategy, operations, and organizational culture.

From defining sustainability to walking us through a method to ensure your efforts can adapt to different possible future needs, to making the business case for sustainability, Chad shares with us great advice and examples that any brand, regardless of size or industry, can apply.

Key areas discussed in this episode:

  • Defining of sustainability
  • Backcasting and why beginning with the end in mind is the best approach to sustainability
  • Why sustainability is good for businesses
  • What can brands do to become more sustainable


Chad Park – Linkedin

Chad Park – Twitter

Sustainability Illustrated

Natural Step

Energy Futures Lab

Chad Park – Ted Talk

Future Fit Business Benchmark

World Business Council for Sustainable Development


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