Sustainability is more than just a passing trend and society is waking up to the impact it is having on the world. Back in 2018, the UN Environment group estimated that 13 million tonnes of plastic is dumped into the oceans each year – a figure that has only skyrocketed in the wake of the Covid-19 pandemic where people are using huge amounts of disposable plastic face coverings and gloves.
These single-use plastics are unsustainable and they are everywhere – literally. They clog up landfill sites and our oceans, taking decades to break down and then sadly enter the food chain. With governments around the world pledging to crack down on single-use plastics and sustainable brands finding new ways to change consumer behaviours, we took a look at what it means to be sustainable and 5 things to consider when creating a sustainable brand.
What is a
sustainable brand?
Sustainable brands are those that consider the economic, environmental and social impact of their work. From sourcing and making products from ethical materials to reducing their carbon footprints, there are so many different elements involved in becoming a sustainable brand.
We’ve only got one earth. Creating products and services that can be reused, or made from reclaimed or recycled materials is crucial to minimise the impact of industry on the environment. But it’s not just manufacturing that’s important in this discussion – creative work is just as responsible for making meaningful change. More and more brands are moving away from solely printed content and are switching to digital campaigns to lighten the environmental impact.
Thinking of building a sustainable brand? Here are 5 things you should consider to help make your brand more sustainable.
1. Purpose
What purpose does your business or brand serve? What do you sell, and who buys it? The answers will help you figure out your purpose. Perhaps you want to inspire the next generation, encourage others to make a positive impact or maybe you want to raise awareness for environmental issues by speaking to consumers via your brand.
Manchester-based luxury accessories brand Frida Rome is helping to make a difference by using vegan alternative materials for its range of bags. The brand craft handbags from cactus leather and an eco microfiber suede that they say could easily “be mistaken for the real thing.” By using sustainable and environmentally friendly materials, Frida Rome is helping to spell out their purpose of creating cruelty-free and ethically made products.
2. Processes
We live in what’s known as the fourth industrial revolution. Automated processes, connectivity and the most advanced technologies are driving manufacturing in new ways. Think about how you can usher in sustainable practices in your products. Can you use recycled inks and paper for packaging? There are compostable options that reduce the impact of your products on the environment. Choosing sustainable stationery supplies for your printed marketing materials is another good choice to make.
3. Products
What are you creating and what impact is it having on the planet? These are questions that the makers of Eco Swim asked themselves before launching their sustainable swimwear brand. Angie Bowness, founder of Eco Swim and former Miss England, wanted to solve the problem of plastic waste in our oceans. She produced luxury swimwear from fibres made of out plastic found in the ocean as well as abandoned fishing nets, helping to clear rubbish from our seas and create stylish, sustainable garments in the process. Read more in our portfolio about how we helped to launch her awesome brand.
4. People
You can’t build a brand without the right team. And if you want to hire sustainably, you need to seek out people who are as committed to getting it right as you are. You need a sustainable workplace with an environmentally friendly impact. You could champion lift-sharing to minimise the amount of cars commuting to your workplace, give reusable water bottles to your team, or arrange carbon-offset activities for team building. Whatever it takes to build a sustainable brand, we understand that you need strong messaging and awesome creative and marketing.
5. Personality
A good brand is like having a good reputation – and one that’s built on a solid, relatable personality. A sustainable brand needs a strong voice that your audience won’t want to scroll past, and one that champions the ethics of your company. Create unmissable advertising and marketing campaigns that let your brand personality shine through and make your voice and personality heard. Make sure your branding is strong and your messaging is clear so you can be a brand with personality and purpose.
Get in touch today to find out how you can partner with us to create your sustainable brand.
