Brand Sustainability

An impact on Brand Value

With lot’s of social and ecological problems popping up on social media and the news every day, consumers are looking for transparency, care and honesty from brands about the sustainability of their methods of production.

There are already organisations with sites and apps that help the consumer to find companies that care about the world, and even credit cards that give you rewards for spending in sustainable organisations. In every sector you can see the change coming in small steps, like the reduce of plastic in supermarkets and the upcycling in fashion brands. But most importantly, incorporating sustainability as a business practice will not only increase companies’ brand value, but guarantee a long life for the business.

SIMPLIFY 

Sustainability issues are inherently complex. But the brands that have inspired the most positive behavior change resist the urge to over-communicate. They boil complex issues down to simple platforms that people can easily relate to. For example, Nike “builds a better world.” Zappos “delivers happiness.” Method “stands against dirty.” In these cases, the promise is clear. People get it, trust it, and want to be a part of it.

BE POSITIVE 

Humans are programmed to avoid what is uncomfortable, so why put sustainability-related messaging in the downer category? Instead, more brands should do what Obama did in 2012. He didn’t hinge his message on guilt or fear. He said: “you are the change.” He made millions of frustrated people feel personally empowered, and won them over. Humans are programmed to avoid what is uncomfortable, so why put sustainability-related messaging in the downer category?