Cranfield's School of Management has practical and deep expertise in customer experience, insight and social identity, including on how these facets relates to environmental sustainability and the preferences espoused by consumers for products and services. Our experience has been developed by working intimately with blue chip FMCG partners transforming their offers in highly competitive markets. With the ‘sustainability’ function within enlightened firms now in closer proximity to marketing and finance functions, understanding how the claims that firms make link to customer choice has become an increasing requirement for building brand equity.