Sustainable consumption has become an integral part of current social discussions and has long been more than just a passing trend. The underlying motives and motivations on the part of consumers are diverse and highly individual. And they are increasingly influencing purchasing behavior.

Marketers have also recognized this fact and are putting the topic of sustainability on their agendas in various ways. Günter Lewald explains in his column at WELT online why brands should take a clear stance and act accordingly in a holistic manner, and why sometimes deliberately refraining from focusing on the issue of sustainability can be the better decision for a brand.