Corporate social responsibility, carbon offsetting, sustainable development. We all know how important it is to have a positive impact on the environment, but when you’re defining your brand, it can be pretty difficult getting to grips with all the jargon.
Sustainability has become increasingly important for brands in recent years, as our customers have started to become more after of their consumption habits and the environmental impact of the things they buy. According to a recent survey, 48% of people are making a conscious effort to buy less ‘stuff’ and those who are purchasing are more interested in buying from likeminded brands.
What does this mean for you? And what is sustainable branding anyway? Don’t worry, we’re here to demystify sustainability and set you on the right path to attract more customers.
What is a sustainable brand?
In its most basic form, a sustainable brand is one that puts the planet before profit – from the way they package their products and promote themselves right through to their business practices and their supply chain.
Green branding and sustainable branding are pretty interchangeable, though green branding might be more concerned with eco credentials and promoting just how environmentally-friendly a product is. Sustainable brands look at everything they do in a more holistic way, it’s not just about using recycled materials, it’s everything you do as a company and the impact you have.
Branding is really important here. We’ve all seen the Instagram captions ‘your vibe attracts your tribe’, the same is true of sustainable branding. Your mission is to communicate what you believe in and if that strikes a chord with your customers, your brand is so much more than a logo: it’s a badge of honour.
Why does it matter?
Sustainability is not a new concept, although it definitely feels like it’s gained a lot of attention in the last few years. In fact, most brands have been thinking about sustainability for years and many already have strategies in place.
There are lots of reasons why it matters: sustainable branding shows you have purpose, it helps you build trust and it demonstrates your commitment as a responsible business. Most of all, it should matter to you because chances it, it matters to your customers. A survey by Deloitte found that nearly one in three consumers stopped purchasing certain brands or products because they had ethical or sustainability related concerns about them. If you’re not thinking about sustainability, you’re leaving money on the table.