Sustainable branding – beyond recycling.

What’s the deal with ‘sustainable’ branding these days? Doesn’t it feel like everyone is suddenly going ‘green’ and more ‘eco’ with their advertising?

Well, there’s a massive reason for this. Those millennials who are always going on about recycling, reusing, reducing pollution are onto something. And the brands are listening. Recently, you would’ve seen many corporate giants and industry-leading brands are going ‘green’.

What brands are we talking about? To name a few…

  1. IKEA
  2. Unilever
  3. Panasonic
  4. Allergen
  5. Seventh Generation
  6. Patagonia
  7. IBM
  8. New Belgium Brewing
  9. Adobe
  10. Nike

Find out what steps they took to go green virgin.com

 

42% of USA and UK consumers say products that use sustainable materials are important in their day-to-day purchase.

88% of consumers what brands to help them live sustainably.

 

Gone are the days of ignoring ‘climate change’, these issues are now at irreversible levels and we’re unfortunately experiencing many of the devastating effects scientists had been warning us about – for decades.

So why now? To put it bluntly, people, younger generations especially, have been expressing serious concerns about climate change. They are more conscious about their choices and now it’s too hard for big brands to ignore.

 

While 66% of global consumers are willing to pay more for sustainable goods, a full 73% of Millennials are. Despite the fact that Millennials are coming of age in one of the most difficult economic climates in the past 100 years, they continue to be the most willing to pay extra for sustainable offerings.”Nielsen’s Consumers Report.

 

If you’re a brand that blatantly follows unethical business methods to make more profit, the consumer will find out and will turn on you – we’ve seen brands get boycotted. With the power of google and social media, once people hear about these unethical ways, they share it – and the effects are hard to bounce back from.

Going ‘green’ is far more than just recycling! Here’s what it actually means to people when a brand undertakes sustainable steps:

  • You care about the world and the current social issues
  • You care about your team and customers, as well as future generations
  • You recognise climate change is a serious issue and (if it applies) you admit that your past methods were not ethical nor sustainable
  • You support eco-conscious decisions, businesses and partnerships
  • You’ve taken the initiative and responsibility to go the right way forward

You can see that it tackles 3 major aspects:

Recently, Kathmandu made news for officially becoming part of the global B Corp movement for a more sustainable and inclusive economy, in fact, it has become the largest Certified B Corporation in Australia and New Zealand.

What is a Certified B Corp?

Certified B Corporations (B Corps) are part of an initiative from B Lab, a non-profit that serves a global movement of people using profits and growth as a means to a greater end: positive impacts for their employees, economies, communities, and the environment.

 

To be certified is not easy, a ‘B Impact Report’ is conducted to determine whether your company impacts positively to governance, staff, customers, communities and the environment.

Large and small companies are going to great lengths to ensure that their business activities and the products or services they provide are created ethically and sustainably.

Where do you stand? Have you taken the steps towards sustainability?