The place of environmental sustainability within a firms ‘value proposition’ is of increasing interest to those companies differentiating themselves as authentically and credibly committed to a sustainable future. New customer expectations of sustainability being ‘hard wired’ into products and services, rather than as a ‘bolt-on’ extra are forcing a reappraisal of perceived value. Our School of Management capability is focussed on understanding the dynamics between customer social identity and a firm’s offer and the implications this dynamic has for strategic marketing plans and multi-channel activities.