Sustainability as a core brand value
With the growth of environmental consciousness in consumers, ‘sustainability’ has become much more than a buzz word. I am sure you will have noticed that well-known names are increasingly adopting eco-friendly branding.
So, in this month’s blog, I take a look at the growth of eco-friendly branding, and how it aligns with today’s consumer expectations.
Does sustainability matter?
As consumers search more and more for brands that:
- Care about the effect of their operations on the environment
- Are transparent about their sustainability efforts
- Are socially responsible
Sustainability has become a driver for brand differentiation in the marketplace and a major influence on consumer buying decisions.
Consumers expect brands to be clear and honest about what they are doing to help the environment.
Brands need to inform their customers about their environmental efforts throughout the business, from the supply chain and production to how they are reducing waste in the office.
What are the main elements of eco-friendly branding?
- Responsible sourcing and production
Use ethically sourced materials from trusted suppliers. Ensure facilities use renewable energy. Reduce the impact of production on the environment by minimising energy and water use.
- Sustainable products
Products should be designed for durability, made from sustainable resources, and be biodegradable, refillable. reusable or recyclable.
- Packaging
Should be recyclable, compostable, and/or minimal.
- Sustainability certifications
Provide verified proof to avoid ‘greenwashing’. E.g., ISO 14001, the Carbon Trust, AirRated, BREEAM.
- Commitment to social causes
Support local ecosystems. Partner with green and social organisations such as The Rainforest Alliance Sustainable Agricultural Standard, Fair Trade, Cruelty Free etc.
Support local community initiatives e.g., tree-planting, litter picking, cleaning up waterways, cycle paths etc.
How can you achieve eco-friendly branding?
As consumers become more aware of our human impact on the environment, embedding sustainability as a core brand value has become a necessity, not a marketing ploy.
Consumers don’t just want value for money, they demand an environmental conscience, too.
But how can you achieve this?
1 Sustainability Goals
Make sure that your environmental goals align with your brand vision. Define specific targets to show consumers your commitment and make you accountable for the results.
Measure progress regularly, sharing the results with your target audience on your website and social media channels.
Highlight the impact of your sustainability efforts on production and day-to-day operations, using data and infographics.
These actions will boost credibility, build brand loyalty and demonstrate your commitment to eco-friendly branding as a brand mission, not just a marketing technique.
2 Communication
Be transparent!
Messages should reflect the brand’s environmental conscience. Show consumers your intent and demonstrate progress towards sustainability targets.
Use newsletters, e-shots, blogs, social media posts, and invite comments and feedback to involve customers in your journey towards sustainability. Publish reports and stories of achievement, using charts to depict progress towards environmental goals.
Create a bond with customers by encouraging them to join you on your sustainability journey.
Post recycling tips and videos showing them how to reuse or recycle your products. Reward them for making green choices, such as offering cheaper refills or discounts for recycling containers/packaging etc.
3 Suppliers
Align your brand with suppliers who have the same ethical commitment and eco-friendly brand values.
Show consumers that your ethics apply at every stage of your production/service and focus on local sourcing as much as possible to reduce emissions and product miles.
4 Adopt companywide sustainable practices
Sustainability applies throughout day-to-day operations by reducing waste, energy and water consumption at every level of the business:
- Encourage employees to come up with environmental initiatives
- Promote eco-friendly commuter options such as public transport, car sharing, cycling
- Use long-life light bulbs, water-saving devices and encourage employees to switch off equipment when it is not in use
- Implement sustainable product design and development
- Use sustainable materials and reduce product miles
- Minimise packaging and use recycled and/or recyclable materials
- Consider the product lifecycle, from sourcing components to end-of-life disposal
5 Establish sustainability as a core brand value in your team
Provide education and training to encourage sustainable practices in every area of the business.
Establish environmental innovation groups or champions to encourage ideas and show teams or departments how their contributions have helped to save energy/water and reduce waste.
Employees who are enthusiastic about your sustainability initiatives will become advocates for your eco-friendly brand both in customer interactions and outside work.
Be proactive in finding ways to continually reduce the effect of your brand on the environment. Achieving sustainability is an on-going process, so show your willingness to innovate and adapt to new environmentally friendly practices.
How to align eco-friendly branding with consumer expectations
Authenticity stems from embedding sustainability in the brand vision, mission and core values.
Consumers are savvy about environmental issues and can spot ‘green washing’ a mile off, so ensure all your sustainability claims are verified by data. Claiming sustainable practices but not practising them will damage your brand reputation and could negatively affect sales.
Above all, be authentic. Being open and honest about your progress towards sustainability enables you to create a strong brand purpose.
Knowing the environmental values of your target audience will help you to share relevant information, engage consumers and align your eco-friendly branding with their expectations.
Business benefits of sustainability as a core brand value
Eco-friendly branding lifts your brand above the noise by clearly communicating your sustainability efforts and green initiatives, creating a bond with consumers through shared values.
It can also provide a number of business benefits:
- Increasing your audience by resonating with new customers who share your sustainability values
- Increasing customer trust and loyalty through sharing your sustainability journey via clear and consistent messaging
- Enhancing brand reputation and desirability by being a company with a social and environmental conscience
- Stand out from the crowd by increasing brand visibility via differentiation from competitors through the promotion of ethical and sustainable practices
- Making new partnerships with companies sharing the same values provides opportunities to enter new markets
- Product innovation can lead to new revenue streams
- Improving efficiency, reducing waste and implementing sustainable practices can reduce costs
Remember that embedding sustainability as a core brand value is not a marketing tactic.
Eco-friendly branding is about establishing a reputation as a socially and environmentally conscious brand and building a loyal customer base with the same environmental conscience.
Integrating sustainability as a core brand value, enables companies to:
- Adopt ethical values
- Build authenticity into brand purpose, identity and values
- Align with customer expectations
- Improve brand perception
I hope that this article has given you an insight into eco-friendly branding and some pointers for embedding sustainability as a core brand value. However, if you would prefer to talk to a branding expert on this subject (or any branding issue, for that matter!) you can book a brew with me, Clare, or contact the Make a Brew team. Whatever your business or brand questions, we have the answers to grow your business!
