ecoDeliver’s Post

🚨 Sustainability in Branding: Challenges & Lessons 🚨 Brands face growing pressure to be sustainable, but the journey is full of challenges. While many rush to showcase green initiatives, the reality often falls short. 🌱 Let’s explore the major challenges & pitfalls in this journey: 1️⃣ Devil lies in the details: Claiming to be 100% recyclable, but not talking about the actual recycled %. Or claiming to be 100% renewable, but not talking about how much of this was through buying carbon offsets. 2️⃣ Low-Quality Claims: Vague promises to “reduce waste” or “go green” but lacks the depth required to create real impact. 3️⃣ Spotlight Claims Without Real Impact: Small wins like eco-friendly packaging, but ignoring systemic issues across supply-chains. 4️⃣ Inconsistent Action Across Geographies: Brand efforts and actions are often focused on regions with stricter regulations or taxonomies. 5️⃣ Misaligned Success Metrics: Prioritize PR wins over long-term ecological impact & treating sustainability as a checkbox instead of a core principle. 🔥 What Needs to Change in the Thinking of Brand Custodians: 1️⃣ Move Beyond Trend Chasing: Brands need to embed sustainability into their entire business model, aligning product design, supply chain, and resource use with environmental goals. 2️⃣ Internal Culture Change: Employees at all levels need to be engaged, trained, and motivated to integrate sustainability into daily operations, from procurement to marketing. 3️⃣ Embrace Radical Transparency: Consumers trust brands that own their sustainability journey, including failures, fostering more meaningful engagement. 4️⃣ Collaborate with Industry Peers: To achieve meaningful change, collaboration with competitors, suppliers, and policymakers is crucial, to make sure the standards of the industry itself are levelled-up. 5️⃣ Move from Product-Centric to System-Centric Storytelling: Instead of highlighting just a single product’s eco-friendly features, brand custodians should act on and then tell the story of a brand's sustainability journey, including supply chain transparency, resource efficiency, and social impact. To summarize - Sustainability isn’t just a campaign—it must drive every brand decision. Let’s aim for true, systemic change. #Sustainability #CorporateResponsibility #Branding #AuthenticImpact #SustainableBrands

Sustainability News recently published an article in which they shared their research into how brands can manage conflicting consumer emotions on sustainability and it is an extremely interesting read. At SocioLocal, we're committed to sustainable practices. We strongly believe that #technology is a vital tool in helping brands switch from a reliance on print marketing to increased brand awareness through local digital marketing. #Sustainability #Marketing #BrandMarketing

Another marker of a sustainable brand is when the company stops peddling overconsumption in its marketing spiel. 🎢"Why settle when you can have more!" 👜"Rates so low that you can shop unlimited" "More" and "unlimited" cannot be #sustainable. Because our materials, industrial processes, supply chains are highly extractive and #carbon intensive. Multiple studies also suggest that consumers like to buy from responsible brands. So, instead of focusing on "buy more", brands can focus on "buy better". That segment is ripe for all kinds of innovation! Sustainable alternatives are not always easy. But would it be a worthy business challenge, if it is? -------- If your sustainability team requires support, Ashoka - Environmental Defense Fund Climate Corps Fellowship can help! Our fellows are trained to accelerate #sustainability and #netzero goals within organisations. Learn more at https://lnkd.in/gYEMaiWG

Doing good is good for business! Today’s consumers value brands that value the world. Integrating ESG (Environmental, Social, and Governance) into your brand strategy builds trust, loyalty, and impact. Learn how to make ESG a meaningful part of your brand. https://loom.ly/lqTr2aQ #BrandStrategy #ESG #PurposeDrivenBrand #SustainableBranding #QuillCreativeStudio

Sustainability in Global Business: A Challenge or Opportunity for Marketers? 🌱 Is the cry for sustainability in modern business times making things difficult for conventional marketers? Today, sustainability is more than a trend—it's a core expectation that’s reshaping consumer values, brand purpose, and market dynamics. With sustainability discussions dominating the global business stage, marketers face a pressing question: adapt or risk becoming obsolete. So how does this wave of sustainability impact marketers, and what can they do to stay ahead? * Consumers Demand Authenticity: Today’s consumers, especially Millennials and Gen Z, expect brands to actively contribute to sustainable solutions. They’re highly attuned to "greenwashing" and look for real action, not just feel-good slogans. Conventional marketing that emphasizes selling over substance may fall short. Tip: To keep up, marketers should work closely with product and operations teams to spotlight authentic, transparent sustainability initiatives and share meaningful progress updates. * Sustainable Storytelling Matters: Sustainability needs to be more than a campaign; it should be embedded in the brand narrative. This shift calls for marketers to reimagine storytelling that’s educational, inspiring, and focused on the “why” behind the brand's environmental commitments. Tip: Showcase the people and processes driving your brand’s green efforts, using your storytelling skills to highlight the real-world impact of these initiatives. * Ride the Regulatory Wave: With global regulations on environmental impact tightening, sustainability will soon be a necessity, not a luxury. For marketers accustomed to promoting product benefits without considering compliance, this can be a challenge. Tip: Leverage data and insights to stay ahead of regulatory shifts, using them to create campaigns that reflect your brand's proactive approach to these changes. * Innovate for Sustainable Engagement: The rise in eco-conscious consumers calls for innovation in how we engage them. From sustainable packaging to virtual events, these new approaches can create lasting impressions. Tip: Integrate eco-friendly practices into every touchpoint, giving your audience a consistent, value-driven brand experience that respects their sustainability concerns. The question to really ask is, what if this focus on sustainability is actually a powerful catalyst for marketers, pushing us to redefine our roles in ways that are not just profitable but purposeful? By embracing sustainability, marketers have a chance to craft brand stories that resonate deeply with today’s consumers. The challenge lies in evolving beyond traditional methods and seeing sustainability as a chance to connect, inspire, and lead. Let’s not only ride this wave but shape it—authentically, transparently, and creatively. 🌊 #Sustainability #Marketing #BrandLoyalty #ConsumerTrends #SustainableMarketing #BrandStorytelling #CSR #Innovation

INSIGHT | In this latest think piece, Ruby G., Sustainability Director at Design Bridge and Partners, highlights the urgent need for brands to define their purpose amidst growing pressures from stakeholders. By leveraging The Point, a tool designed to align sustainability and brand strategy, companies can create genuine value while avoiding the pitfalls of greenwashing. Sustainability isn’t just a trend; it’s a critical driver of brand success. Read the full article - https://lnkd.in/e553FNu2 #Sustainability #BrandStrategy #DesignBridge #TheMarketingSociety

🌍💼 *Sustainability Alert: The Cost of Greenhushing!* 🚫💚 Did you know that many of the world’s largest brands are missing out on billions by not sharing their eco-friendly initiatives? A recent article from Business Wire revealed that these companies are practicing 'greenhushing,' keeping their sustainability efforts under wraps, fearing backlash or accusations of greenwashing. But here's the twist: staying silent could be costing these brands not just in terms of reputation but also financially! Consumers and investors are increasingly favoring transparency and sustainability, and they're ready to support companies that openly commit to environmental responsibility. 🔍 The key takeaway? It's time to be vocal and proud of genuine sustainability efforts! Openness not only fosters trust but can also lead to increased brand loyalty and potential revenue growth. 👉 Let’s start celebrating our green achievements, not hiding them! What's your take on greenhushing? Have you encountered this in your industry? Let's discuss! #Sustainability #Greenhushing #EnvironmentalImpact #BrandTransparency #EcoFriendly 🔗 https://lnkd.in/edtdm_gY

This Earth Day, we're reflecting on the role of sustainability in business. With a particular focus on branding, our MD Susan A. has shared her thoughts and advice as an expert in ISO and frameworks. Integrating sustainability initiatives into your brand's strategy isn't just beneficial—it's essential. From building brand equity to navigating challenges like greenwashing, every step toward sustainability is not just a positive for your business and brand, but also the world around us. https://lnkd.in/eY9UxwF5 #EarthDay #Sustainability #BrandEquity #GreenBusiness #ISOManagementConsultancy #CarbonReductionPlanning

In a world driven by profit, sustainability often gets sidelined as just another feature rather than a core value. The truth is, capitalism thrives on constant consumption, making true sustainability nearly impossible within its confines. To build brands that genuinely prioritize the planet, we must think beyond the traditional systems that prioritize short-term gains over long-term well-being. Building outside the system isn’t just an option—it’s a necessity. Brands that truly commit to sustainability must innovate, challenge the status quo, and create new models that don’t rely on exploiting resources or people. It’s time to reimagine what success looks like and build a future where sustainability is the foundation, not an afterthought. Here are five tips for building a sustainability strategy for your brand: 1. Embed Sustainability in Your Core Values: Start by making sustainability a non-negotiable part of your brand’s DNA. This means every decision—from sourcing materials to product design—should align with your sustainability goals. It’s not just about adding a green feature; it’s about integrating sustainability into the essence of your brand. 2. Prioritize Transparency and Accountability: Consumers are increasingly savvy and demand honesty. Be transparent about your sustainability practices, share both your successes and challenges, and set measurable goals. Regularly report your progress and hold yourself accountable to your customers and stakeholders. 3. Innovate for Longevity, Not Obsolescence: Design products and services that are meant to last. Focus on quality, durability, and the ability to be repaired or upgraded rather than replaced. This reduces waste and builds trust with consumers who value long-term reliability over short-term convenience. 4. Collaborate with Like-Minded Partners: Building a sustainable brand isn’t something you do in isolation. Partner with suppliers, manufacturers, and even other brands that share your commitment to sustainability. These collaborations can help you innovate, share resources, and amplify your impact. 5. Engage and Educate Your Audience: Make your customers part of your sustainability journey. Engage them through storytelling, education, and actionable tips on how they can contribute to a more sustainable world. When your audience feels connected to your mission, they’re more likely to become loyal advocates for your brand. What do you all think? Let’s start a conversation in the comments

It’s Friday afternoon, and before you switch off, here’s something to think about: Why do we need to persuade consumers to make sustainable choices? Build propositions that offer more value than less sustainable alternatives, and they’ll make the right choice on their own. Too many campaigns still rely on "sustainability" as the selling point. But consumers want more—products and services need to be better functionally, emotionally, and socially, not just greener. Your customer should feel that the sustainable option benefits them directly—whether through saving money, offering convenience, or delivering better quality. Sustainability isn’t just part of a strategy; it should be built into your brand’s core value. It’s a real marketing opportunity. Before you head into the weekend, take a moment to rethink your approach. If you're ready to stop pushing "sustainability" and start offering real value, discover how our DRIVE model (link in the comments) can help you create sustainable propositions that connect with your customers. #sustainable #marketing