The Green Light towards Sustainability : Embedding Sustainability into a Branded Design Company

Abstract: Production and consumption of products contribute to the global sustainability challenge by degrading natural and social systems. This thesis focuses on branded products, which through powerful images and meanings symbolise the core business of a company and a platform of identification for its stakeholders. This study investigates the possibility to align a brand and its company with sustainability. With the help of a small branded design company in Berlin, which served as case study, a strategic management planning process was conducted and action research was used to be able to engage the participants in creating movement towards sustainability. The research shows that there are major internal and external barriers and motivations that can either hinder or inspire. The actions and approaches that were identified for a branded design company represent possible means to transform its business towards sustainability. Natural resources are decreasing relative to the growth in human population and affluence. This fuels the need to develop more sustainable products so that human needs and natural eco-systems can thrive. A branded design company has the ability to help lead society through innovating products, services, and activities towards a sustainable future.