Sustainability within brands was a growing area of importance pre-pandemic, then the pandemic hit, and the economic recovery has been slow, compounding consumers’ consciousness of sustainability. The average consumer today is highly informed about climate change and the myriad threats facing our environment, communities, and society. And the reality is that consumers simply expect sustainability measures and transparency from brands and businesses.
For PR professionals and PR agencies, it’s becoming increasingly important to consider the sustainability of the brands and businesses that are being represented. We have seen a real focus on that this year, with various companies being accused of ‘greenwashing’, a term used to describe when businesses market themselves as environmentally friendly but aren’t actually minimising their environmental impact. As PR is often about changing reputation or boosting love for a brand, we are seeing more and more businesses jump on the sustainability bandwagon as a means to change how they are viewed by the public and corporate stakeholders, rather than actually change their impact on the environment. ‘Sustainability’ can no longer be considered just a buzzword, and brands and major corporations need to acknowledge this, and demonstrate real change, if they are to survive.
Consumer expectations around sustainability
Sustainability and environmental concerns are top of mind amongst consumers. Expectations have shifted; no longer do consumers just consider the quality of products and services. Now they look for brands that align with their personal values and many are willing to pay a premium for sustainable products. And there are plenty of sustainable options out there, so there’s no pressure for consumers to support a brand financially if they don’t meet those expectations.
Countless surveys have looked into sustainability trends within brands and the findings clearly emphasise the importance of a brand’s sustainability credentials. A recent BBC News survey found that 81% of consumers agree that clearly demonstrating a commitment to sustainability adds value to a brand and 79% say sustainable practices and commitments are an important consideration when making purchase decisions.
We’ve also seen growing evidence that a focus on and management of ESG (environmental, social, and corporate governance) issues strengthens business performance while benefitting society at large. This trend is unlikely to reverse, so brands (and the agencies that represent them) would be wise to take the findings around sustainability and weave them into their core business and mission. Those that meet these consumer expectations are the ones that will thrive.
Which brands are doing it well
Patagonia is a great example of a brand that has long committed itself to sustainable practices. Over the last 50 years, Patagonia has prioritised sustainability and adapted its business model to accommodate it, even when those changes didn’t make good business sense in the short term.
It seems to have paid off, with Patagonia recently (2019) being named a UN Champion of the Earth for its entrepreneurial vision. Currently, almost 70% of Patagonia’s products are made from recycled materials and their goal is to be using 100% renewable or recycled materials by 2025.
It’s not just talking about sustainability or setting achievable goals, they are extremely transparent about their every effort in sustainability, particularly where they are struggling, which is an important component in building consumers’ confidence. It’s easy to talk about sustainability being important to your business, but consumers will see through it if your actions don’t align with your message. You should make it easy for consumers to see your efforts, in the form of sustainability reports or footprint reports, across all aspects of your business to demonstrate your sustainability agenda.
‘Radical transparency’ is a growing sustainability trend in the fashion world, and some brands are making a good effort. But with transparency comes increased scrutiny, so there is little point in undertaking a vain attempt at sustainability as you will inevitably be called out on it.
Steps to begin your sustainability journey
If you’re looking to begin your sustainability journey, there are many areas that you’ll need to consider depending on your business model. For instance, if you sell products, you’ll need to consider your products (ingredients) and packaging, supply chain, and shipping. Then there’s your energy consumption and the sustainability of your business partners to consider. For agencies, it’s just as important to consider the sustainability of the brands and businesses that you represent.
Many businesses start by drafting a sustainability statement and then reporting on their efforts and outcomes to promote transparency. First, you’ll need to know your footprint though, in order to determine where to focus your efforts and how to reach your targets. Luckily, there are many programs that exist to help you calculate your footprint, across carbon, energy, water, and plastic.
Other steps to take include reusing and recycling materials, which particularly in retail and fashion can result in enormous reductions in waste, and embracing remote working, which results in less commuting, lower fuel emissions, less need for office space, and an overall reduction in carbon footprint.
Becoming a sustainable brand is no small project, but it’s a vitally important one. If you haven’t already built sustainability into your brand for the betterment of our world, then you ought to now, as a strategic imperative for the survival of your business.
