Circle

It's good to be good
Building sustainable brands in fuel and convenience retail

Sustainability is no longer just a buzzword used in corporate annual reports – it’s fast becoming a necessity for businesses. A combination of public pressure and growing legislation makes it harder to dodge your social and environmental responsibilities. Yet in the global fuel retail industry, with a few notable exceptions, sustainable thinking has barely got off the ground.

The reason may well stem from the nature of the industry: fossil fuels are bad for the environment, therefore there’s no point in trying to make a difference. But this blinkered viewignores rapid developments both in the economics of sustainability and in the global brand landscape. Put simply, ‘being good’ not only looks good for your brand, it can also do serious good to your bottom line.

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