eBusiness Weekly
Leslie Mupeti
As consumers become more conscious of their impact on the planet, sustainability has become a key consideration for brands. Companies are increasingly recognising the importance of sustainability in branding and are focusing on communicating their efforts to reduce their environmental impact and support social causes. In this article, we’ll explore the growing trend of sustainability in branding and look at some examples of companies that are leading the way.
What is sustainability in branding?
Sustainability in branding refers to a company’s efforts to reduce their environmental impact and support social causes. This includes everything from reducing greenhouse gas emissions and waste to supporting fair labour practices and community development. Companies that prioritise sustainability in their branding are not only doing their part to protect the planet, but they are also building a reputation as socially responsible businesses that consumers can trust.
Why is sustainability in branding important?
Sustainability in branding is important for several reasons.
First, consumers are increasingly looking for eco-friendly and socially responsible products. According to a survey by Cone Communications, 87 percent of consumers will purchase a product because a company advocated for an issue they cared about. By prioritising sustainability in their branding, companies can tap into this growing consumer demand and attract more customers.
Second, sustainability in branding can help companies differentiate themselves from their competitors. With so many products on the market, companies that prioritise sustainability can stand out and build a loyal customer base. This is especially true for younger generations, who are more likely to support companies that prioritise sustainability.
Finally, sustainability in branding is important because it helps companies reduce their environmental impact and support social causes. By implementing sustainable practices and supporting social causes, companies can make a positive impact on the planet and society.
Examples of companies that prioritise sustainability in branding
Patagonia
Patagonia is a clothing company that has been a leader in sustainability for decades. The company has a strong commitment to environmental activism and has implemented a number of sustainable practices, such as using organic cotton and recycled polyester in their clothing. Patagonia also supports environmental causes through its 1 percent for the Planet programme, which donates 1 percent of its sales to environmental organisations.
But Patagonia’s commitment to sustainability goes beyond its products and practices. The company has also been vocal about its support for environmental causes, such as climate change and public lands protection.
By communicating its sustainability efforts and taking a stand on environmental issues, Patagonia has built a reputation as a socially responsible brand that customers can trust.
The Body Shop
The Body Shop is a beauty company that has been committed to sustainability for over 40 years. The company’s founder, Anita Roddick, was a pioneer in ethical business practices and believed in using business as a force for good. The Body Shop has implemented several sustainable practices, such as using sustainably sourced ingredients and packaging, and supporting community development through its Community Trade programme.
But The Body Shop’s commitment to sustainability goes beyond its products and practices. The company has also been vocal about its support for social causes, such as animal testing and human rights. By communicating its sustainability efforts and taking a stand on social issues, The Body Shop has built a reputation as a socially responsible brand that customers can trust.
Tesla
Tesla is a car company that has been a leader in sustainability and innovation. The company’s mission is to accelerate the world’s transition to sustainable energy, and it has implemented several sustainable practices, such as using renewable energy in its factories and producing electric cars that have zero emissions.
But Tesla’s commitment to sustainability goes beyond its products and practices. The company has also been vocal about its support for environmental causes, such as climate change and sustainable energy. By communicating its sustainability efforts and taking a stand on environmental issues, Tesla has built a reputation as a socially responsible brand that customers can trust.
Communicating sustainability efforts: Questions brands need to ask
Communicating sustainability efforts is a crucial part of sustainability in branding. But it’s not enough for companies to simply say they are sustainable – they need to be able to back it up with concrete actions and results. Here are some questions that brands need to ask when communicating their sustainability efforts:
What are our sustainability goals? Companies need to set clear goals for their sustainability efforts and communicate them to their customers. This helps to build trust and accountability.
What sustainable practices have we implemented? Companies need to be transparent about the sustainable practices they have implemented, such as using renewable energy or reducing waste. This helps customers understand how the company is making a positive impact.
What are the results of our sustainability efforts?
Companies need to be able to show the results of their sustainability efforts, such as reduced greenhouse gas emissions or increased support for social causes. This helps to build credibility and trust.
How are we communicating our sustainability efforts?
Companies need to communicate their sustainability efforts through various channels
◆ Leslie Mupeti is a brand strategist and creative Innovator. He can be reached for feedback on [email protected] or +263 785 324 230. His Twitter and Facebook is @lesmupeti.
