The increase in concern for the wealthfare of our environment has pushed many, mostly in the younger generation, towards going green. But what is the value of sustainability for brands looking to reduce their carbon footprint?
Within this journal entry we’ll look to scratch the surface of answering that question and introduce you to our newest whitepaper. Within this whitepaper you will receive a full breakdown of how and why your brand may benefit from going sustainable.
How Are Consumers Changing?
The basic principles of consumers are changing, no longer are they purely focused on price and quality, they are now more considered in their buying decisions. This consideration is looking at the sustainable practices of the brands they’re purchasing from. This can range from how the brand treats their employees through to the ethical sourcing of the product itself.
Has The Pandemic Affected Consumers?
The very simple answer is yes. Post pandemic there has been a switch in many facets of life, from our work life balance through to who we purchase from. With the ease of technology consumers can now research a brand within seconds before applying for a job, purchasing from them or sitting down to eat at their restaurant.
Brand Sustainability Strategies
As a brand you should start looking into a sustainability strategy as the signs are pointing towards an increase in considered consumers. However, with that said, there has already been an influx of brands ‘greenwashing’, the action of pretending to be eco-friendly, this has led to skepticisms within the marketplace. What can you do to avoid these and stand out?
We break down this in detail within our whitepaper which can be found here.
Short Version
Breakdown your customers or potential customers into segments and understand what is driving them to purchase. This will enlighten you to refocus your brand towards meeting these driving factors. However, ensure indepth research is performed first, nothing stops a brands momentum more than a brand shift in the wrong direction.
Refocus Towards Green
With the increase in ‘green’ companies and brands, consumers are becoming more clued up to avoid supporting a false cause. When refocusing your brand towards a more sustainable future, it’s important to carefully consider a few things, your brand story, its values, how you plan to be more sustainable and how you can best live this message. This will allow you to stand out as a legitimately sustainable brand.
For a more detailed breakdown of how to refocus your brand towards sustainability, check out the white paper.
What Actions You Can Take Now?
Throughout the whitepaper we touch on the value of sustainability within branding, but how can you take actions towards this goal. Here are a few things you can do to improve your brands sustainability:
Send the right message
Spread your brand’s message and goals, note these goals down and report on the successes and failures you may have.
Being Sustainable Isn’t Just Being Green
Sustainability is more than just caring for the environmental impact of your business, it also focuses on people and how they are treated.
Products and Services
Consider where your products or services are being sourced, are they as sustainable as they could be, perform a review.
Reduce Supply Chain Length
Minimising transport distances has a direct impact on the weight of carbon your brand is directly producing, this should be audited.
Reduce Waste
Waste isn’t just within our packaging, it relates to many different areas including energy, water, food and of course, general waste.
We dive a lot deeper into these topics within the whitepaper that can be found by signing up here.
Look Towards a Better Future
There is still time to mount a sustainability charge towards a better future, but it’s down to individuals and businesses like yours. Make sustainability a part of your business and yield the rewards by acting early.
For a lot more information into the value of sustainability for businesses and the way you can improve yours, find our white paper here. For everything else, checkout our service pages or get in contact with us.
