A climate of change – does sustainability matter for brands?
- panasmcinnes
- Dec 6, 2021
- 6 min read
The fact is that as our climate changes, so too must our brand strategy.
The COP26 gathering recently ended with what many see as a watered-down deal to reduce the impact that we have on our climate. In addition to all the political spin though, we also started to see another trend emerge which is likely to be key to tackling the devastating effects of climate change: the role of business and the private sector.
The role of brands isn’t new, but it’s growing
Business’ role in dealing with climate change has been around for some time now, whether it’s BP’s response to the Deepwater Horizon oil spill in 2010 or the way in which VW dealt with the emissions scandal in 2015. Whilst consumers now expect brands to act responsibly and ethically in general, the focus on their environmental impact has grown significantly in recent years, and that’s only set to continue.
This isn’t going away
There’s no question that the COVID-19 pandemic changed our lives, but what is interesting is the way in which it’s also changed our attitudes to climate and the environment. A recent study by PwC found that half of people surveyed said they were more eco-conscious now than at the start of the pandemic. Similarly, 54% of people said they select companies that work to protect the environment, while 53% said they were buying more biodegradable and eco-friendly products.
Climate change isn’t a niche topic anymore; once the concern of what many considered to be hardcore activists, it’s now a talking point for pretty much everyone. This is the case across almost all demographics, with individuals like Greta Thunberg and Prince Charles mobilising people of all generations to take action. It’s clear that they’ve had an impact, too, with a 2020 study from the Reuters Institute and the University of Oxford finding that 69% of people consider climate change to be a “very” or “extremely” serious problem.
What’s interesting about all of this isn’t that people are more environmentally conscious – with huge amounts of media coverage of wildfires and flooding around the world, that’s not surprising – but that they’re then translating that into higher expectations of the brands they choose. As a result, brands have been forced to respond or face losing customers and ultimately, revenue.
Most brands are only just starting to consider climate change
Some organisations like Patagonia have been talking about sustainability and climate change for ages, and to many people it just seemed like “something extra,” but recently, nearly every major brand has incorporated it into their messaging.
Whilst this is good for the planet, of course, the more cynical will say it’s also good for a brand’s bottom line. Regardless of which view you take, the fact is that large organisations are taking a much more active role than before.
Smaller brands aren’t being let off the hook
A lot of press attention is focused on big brands, but smaller ones are under scrutiny, too. This isn’t unusual, as consumer expectations are very often shaped by the larger brands they interact with, and it’s not a bad thing, either. For example, social media makes it easy for eco-friendly start-ups to gain loyal customers in a short space of time, which encourages other brands to be sustainable too. While climate change is a threat to us all, it’s also a commercial opportunity provided you take it seriously.
More than just targets
It’s easy to think that you could set targets on CO2 emissions and energy usage and say you’ve done your bit, but that’s not enough. Consumers expect real commitment, and they need to believe that brands take it seriously.
It starts with your strategy
Your strategy informs nearly every decision you make, so it’s got to be designed with sustainability in mind. Before you make any changes, though, you must understand the context; what’s driving them and what does your current situation look like? Without this knowledge, you’ll quite possibly create a strategy which doesn’t answer for your target audience’s needs and wants.
Remember your values
A brand’s values are crucial when it comes to connecting with people, and yet for many, they’re forgotten about. Values shape how an organisation behaves, so it’s crucial that they’re developed with a respect for the environment and sustainability in mind.
We’re not saying that you need a value which explicitly states you’ll act in a sustainable way (although that’s fine if you want to), but it needs to be clear that you won’t chase commercial gain at the expense of the environment.
Manage the message
Good communications are key for any brand; it’s how you get your message across and convince people to choose you over your competitors. That’s no different when it comes to climate change. Your messaging is crucial because it tells people what you want to achieve and shows them that you’re sincere.
Let’s get real…but not too real
When you set and talk about your goals, of course you want to be realistic. There’s no point saying that you want to single-handedly make the world carbon neutral because you probably won’t. Having said that, it’s fine to be ambitious and optimistic as it grabs people’s attention and helps to remind them that you’re serious. But just remember…
Don’t make promises you can’t keep
This is possibly one of the worst things that a brand can do in general, but for something as serious as climate change, you definitely don’t want to be caught out. Broken promises damage trust and impact how people perceive your brand.
Again, it’s key to take the time to understand your operations and internal environment; when you know what’s going on in your organisation, you’re much clearer on how to achieve a goal and whether there are issues that need to be addressed.
This isn’t the time to show off
It’s fine to be bold when you talk about your aims, but don’t let that stray into arrogance. Remember that people (and brands) have been talking about climate change for a while now. Language that’s overly promotional can make it seem like you’re just after positive press rather than because you genuinely care, and in the long-term, that damages authenticity and makes it harder for people to connect with you.
We’re in this for the long haul
Sustainability isn’t going away, and you’ve got to show people you’re serious about making a real and permanent change. You’re not going to become green champions overnight either, so it’s critical that you’ve got a clear comms plan which keeps your stakeholders informed and helps you to stay on-message as you make the required changes.
Honesty’s the best policy
We like to think that this mantra applies to life in general, but sometimes it can be tempting to make things seem more positive than they really are. Whether it’s removing sustainability targets or using loopholes to meet them, trying to confuse or deceive people – or “greenwash” – won’t work out. It damages people’s trust in you and makes them question whether they want to be associated with your brand.
It’s ok to get things wrong
It’s hard to admit you didn’t meet a target, or say you’ve mucked up, but it can actually benefit your brand in the longer-term. It makes you seem more “human” and that means it’s easier for people to relate to you – after all, everyone makes mistakes.
If things don’t go to plan, say so! Then explain what you’ll do to put it right, which shows that you’re still committed to making a change and allows people to hold you to account further down the line (and if that’s not an incentive to fix something, we don’t know what is!).
No, it’s not business as usual
This is one of the most pressing issues we face, and we need to make big changes. People know this but it’s up to brands to explain what it means in practice for their customers and stakeholders.
Whether it’s changes in the products you offer, the prices you charge, or the way in which you deliver, be upfront about what the future might hold. For example, Delta Airlines’ CEO recently indicated that fares need to rise to reduce commercial aviation’s impact on the planet. It might be a bitter pill to swallow, but it’s the truth and people appreciate honesty.
Worried that higher prices will drive customers away? Don’t be; a recent YouGov survey found that a majority of consumers are willing to pay more for products that are environmentally friendly. This was particularly true in younger people, who generally place even more importance on climate change than older generations.
We’ve all got a part to play
For us to have a chance at successfully reversing the damage that’s been done to our planet, everyone needs to play their part, and that includes brands. Once you’re comfortable that you’re doing all you can, look outside your organisation to make sure others are too.
Whether it’s your suppliers or even your competitors, the aim is to help them act in a sustainable way rather than to criticise them for what they’re not doing. Helping your competitors might seem counterintuitive, but it shows customers you really care, and portrays your brand well in the long-term.
Let’s get going
We don’t want to sound all doomsday, but we’re short on time and these kinds of changes don’t happen overnight. We can’t help you reduce your carbon emissions, but we can help you develop a brand and strategy which mean both you and our environment will thrive.
Read more about our Foundations services here, or if you’d prefer, contact us today to find out more about how we can help you.
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