Sustainability as part of corporate identity in conditions of globalization

Abstract

Sustainable development is characterised as condition in which the elements of the global ecosystem are balanced. All organizations and individuals who form the global community should try to achieve this state. Sustainable development has become one of the most important global challenges in the 21st century. It is a long-term process that affects the environment, the economy and society at local or global level. It is essential to observe sustainability principles for companies in globalizing markets. Corporate identity is a process of identification of company. The elements of corporate identity are interconnected, and their creation should have a clear concept and strategy. The main goal is to create an original identity that distinguishes the business from the competition. If a business wants to be competitive, it must respect and apply the principles of the global environment, for example sustainable development. The purpose of article is to point out the background of sustainable development and corporate identity and the importance of these two areas for businesses in the context of globalization. Research is based on secondary findings from Sustainable Society Foundation and we used comparative analysis. We found out that some indicators in terms of sustainability needs to be improved.