5 Strategies for Building a Sustainable Brand for Today's Market Customers want to connect with companies that demonstrate a commitment to social responsibility.

Today, more than ever, consumers care where their money is going. They want to know that their spending is contributing to a solution to the larger challenges that face society (or, at least do no additional harm). Brands able to align their operations with this macro movement toward a more socially and environmentally friendly approach can reap substantial rewards: higher trust, better visibility, expanded marketplace growth opportunities and an enhanced bottom line.

Here are five essential tips to keep in mind when building, and talking about, a brand with sustainability at its core.

1. Understand your customers' expectations