Updated: Jul 5
Over the past decade, powerful journalism has brought awareness to issues about the environment. Having eco-friendly business practices not only results in a better and sustainable future for our planet, it is also a promising way to propel brands forward, and consumers agree.
"77% of consumers are looking for brands that are sustainable and environmentally responsible." (IBM Institute for Business Value)
With many brands jumping on the eco-friendly bandwagon, and as creatives that work closely with these brands, we have a part to play in environmental awareness and sustainability.
This is part two of a series of articles (Read part one here). Here, we’ll be delving further into ways as to how we as a creative agency can play our part in creating sustainable brands.
Supporting Environmental Initiatives
When it comes to supporting environmental initiatives, we’re actively working with not-for-profits or businesses that are committed to environmental sustainability. Perhaps it’s about helping to broaden their reach, or it could be about communicating their efforts to their audiences.
As creatives, we must utilise our multifaceted skill set and collaborate with these organisations and businesses in various ways, from revitalising their branding to incorporating a sustainability angle, and creating eco-friendly advertising campaigns.
Authenticity is key
In this technological age, consumers are more informed than ever. Social media platforms have empowered the public in a way unlike any other, and it’s imperative that organisations and businesses are authentic in their sustainability messaging.
It’s crucial that organisations and businesses aren’t just talking about sustainability, but are actively weaving it into their brand narrative. Brands should be genuine with the claims that they make in their green marketing campaigns. This should be supported by them taking the time to educate their customers, and working with the community.
IKEA does this well by not only ensuring that their products are sustainable, but by also dedicating a whole section of their website to inspire their customers to live a more sustainable life at home.
They also recently launched their IKEA: Small Stories, Great impact campaign which features IKEA employees and their youngest sustainability advocates. It showcases how every voice, no matter how small, is worth engaging to help in creating a more sustainable future.
Incorporate Sustainability into Your Branding
At The Brand Foundry, we actively care about the environment and the world we live in, and we strongly believe in the importance of minimising your environmental footprint. To learn more about how we can help your brand do the same, contact us here.