Sustainability

I know.  It's exhausting.  There is that word again.  Sustainability.  Did it exist 5 years ago?  I suspect not.  Now janitors use it to initiate a P.O. for a fresh batch of new & improved trash liners.  Sustainability.  The concept and expression is simply a promise.  A promise to keep or violate - but a promise to each and every one of us.  Sustainability has crept into every facet of our marketing mix:  Market analysis, selection, segmentation, positioning (for sure) and customer loyalty (of course).  If you view sustainability as a promise - it becomes a powerful component.  Is there a brand promise that involves some form of play?  Is there a partner/supplier promise?  How about the planet promise?  And last but certainly not least - a people sustainability promise?  NOW - what is your sustainability promise?  Yes, now we have a powerful component in our marketing and business strategy AND it's a beautiful, fun, poetic place to play.