Sustainable Branding

In today’s world, the true meaning of success is no longer winning the race – alone. It is about being a part of a marathon – the one which allows you to set your target, strategize your growth and ultimately reach the finish line, with each individual accomplishing their goal in their own little way. So, everyone wins – at a different pace, but together. The concept of sustainable branding follows a similar approach.

The end goal of sustainable branding is not just creating a healthy environment, but also taking into consideration the social and financial aspects of production. This means that sustainable branding is an extensive concept which takes care of various factors such as the acquisition of raw materials, the process of production, the well-being of employees involved in the supply chain and the health effects that direct or indirect consumption can have.

Moreover, consumers are now becoming more aware of the impact their actions can have on the environment. They have started making conscious choices to reduce their carbon footprint, even if it means spending more money. Hence, they want to connect with brands that are not just interested in maximizing profits but also offer more value. Identifying with labels that share an eco-friendly conscience allows consumers to form an emotional bond with these names. This makes them feel they are a part of a “community” and are painting the right strokes of a larger picture.

Thus, for a brand to walk the path of sustainability, it needs to gain the trust of the consumers. Full transparency about its practices and delivering on each promise made are sure shot ways to attract a loyal tribe. This “community” that a brand tries to build needs to believe that it truly is committed to the cause.

Furthermore, according to a Forbes article, 90% of CEOs believe that sustainability is pivotal to success, which has made major brands take action to build a greener tomorrow. In fact, Apple has a detailed “10-Year Roadmap” for sustainability and is working to create a net-zero climate impact with every Apple device sold by 2030. Coca-Cola, on the other hand, includes six key areas in its “Mission 2025” which are: reducing emissions, water use and stewardship, packaging, ingredient sourcing, nutrition, and people and communities. However, sustainability is not just limited to technology and food & beverage brands. It has also become an indispensable part of the fashion, beauty and home décor industries with brands like Doodlage, Forest Essentials and many others playing their respective roles.

Therefore, as mentioned above, sustainable branding is like running a marathon. In the end, everyone wins, together – the brand, the consumer, and most importantly our beloved Mother Nature.