Companies are now thinking about what their products are made of, and what happens to them when consumers are done.

The concept of brand has rippled, or expanded, greatly with the rise of sustainability.

Suddenly, it isn’t all about limiting interaction to consumption. Companies are thinking about not just what their products are made of but what happens to them when consumers are done. And they’re also going further and further up the supply chain to ensure virtuous behavior – knowing that journalists are growing more vocal about environmental infractions that previously remained hidden.

Speaking with Robert ter Kuile, PepsiCo’s senior director of environmental sustainability, I learned that this ripple is now spreading beyond the consumer entirely, and into their community.

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