How can we make people care about sustainability?

Smart branding and marketing are key to gaining global impact. Unilever, McDonald’s, Apple and Google have marketing budgets of well over $1 billion each. Worldwide, companies spend about  $1 trillion a year on marketing and advertising. But for the biggest creative agencies, what is the hardest sell of all?

In September, the United Nations will finalize the Sustainable Development Goals, the international community’s plan to end poverty, protect the planet and much more besides. After two years of deliberation and discussion, nations have finally agreed on 17 goals, ranging from protecting the oceans to improving maternal health.