Like many business ideas, TerraCycle had humble beginnings. Tom Szaky’s friend discovered that worm refuse was great for plants, which led Szaky, then 19, to create a sustainable fertiliser business with used plastic bottles in 2001. He even managed to get Coca-cola’s permission to use its patented bottle.

Experts at the Sustainable Brands Event 2016 in Sydney discussed how businesses need to rethink their marketing message to consumers and why the language some businesses adopt might not be working. CEO of eco-capitalist and upcycling company TerraCycle, Tom Szaky, said there is a big difference in what businesses think consumers value and what consumers actually understand.

The environmental and social impact of brands are being increasingly scrutinised by stakeholders, employees and most importantly consumers, and the demand for new products, services and business models that deliver both purpose and profit, is soaring. The world has changed and transparency is paramount. Innovative brand leaders with their focus on positive, sustainable outcomes will thrive, whilst those who fail to deliver will dive.