Sustainability is possible when your business is built on an idea that can weather the ups and downs of an uncertain world. 

That idea is what makes you a brand. It’s the emotional response that happens when someone thinks of you on a given day. Volvos are safe. IBM is smart. Apple is cool. And who, regardless of the economic conditions, doesn’t want to feel safe, smart or cool? 

In this sense, sustainability is about an enduring position, with growth as the fruit of that position. If you’re simply chasing YOY growth, you’re caught in a sales wheel with no finish line.