Spotted late 2012 in Taranaki, NZ: Tui beer takes a stand against fracking with their latest ‘yeah right’ billboards. Not sure Tui’s internal sustainability is all that noteworthy, but for brands that do have their house in order championing causes, especially those relevant to their own key impact areas, can be a successful strategy. Such an approach can help educate consumers and strengthen tribal bonds between a brand and its customer base.

In recent Sustainable Business Network judging in NZ, CEOs who take a progressive stand on social and environmental issues in the media have been favourably regarded by judges.