Brands for Life » Brands and Sustainability

Brands and Sustainability

Brands and Sustainability

AIM member companies take their responsibility for sustainable development seriously and strive for continuous improvement. They own many of the world's leading brands and know that consumer trust in those brands is essential to their long term success. Thanks to their major investments in understanding and communicating with consumers, these companies are in a unique position to promote the health and well-being of consumers and the communities in which they live. This is not just because they can; it is both the right thing to do and good for their business.

Our vision

Consumer brands manufacturers are committed to work for the continuous improvement of the quality of life enjoyed by their consumers, their employees and the communities in which they operate. As responsible actors in society we will play our part in meeting economic, environmental and social challenges in particular with respect to sustainable consumption and production.

We believe that consumer brands manufacturers can lead in the following ways:

  • We will develop and market innovative goods and services that have a more sustainable life-cycle.
  • We will seek ways to further optimise the economic and environmental efficiency as well as the social impact of our current products and activities.
  • We will communicate our efforts on sustainable development based on proven science.

We recognise that, by expressing values and building trust with consumers, brands can play a role in shaping consumer behaviour towards more sustainable choices.

Our principles

1. Support a holistic approach
Embrace economic, environmental and societal dimensions.

2. Promote innovation
Leverage innovation as a source of process, product and service solutions.

3. Enable informed consumer choice
Provide relevant communication to shape consumer behaviour towards sustainable choices.

4. Promote dialogue
Work towards solutions with all relevant stakeholders.

5. Promote science-based life-cycle thinking
Base initiatives on a life-cycle and risk assessment approach using proven science.

6. Pursue defined goals with flexible means
Permit flexibility in the way agreed policy goals are achieved.

7.Safeguard international trade
Ensure sustainability measures are not used as barriers to trade. 

8. Promote voluntary instruments
Pursue a voluntary approach to sustainable development wherever possible.

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