It is the promotion of environmentally and socially responsible products, practices, and brand values. It is one aspect of how you choose to position your brand but use it right, and it can be very powerful.

It is also the process of creating, communicating, and delivering value to customers in such a way that both natural (resources nature provides) and human (resources people provide) capital are preserved or enhanced throughout. Goals 5,8, 10, 12, and 16 of the UN SDGs 2030 cover aspects of SM.