CSR Archives

An Interesting Time for Sustainability

We’ve reached an important pivot in sustainability – one that puts a bit more pressure on businesses and brands to step up and fuel change. As the world sees the negative effects of climate change, water scarcity, species extinction, etc. play out in real time, brands have the opportunity to play a huge role in actively championing better policies, transforming markets, and changing consumer behavior at scale.

And many are stepping up to the plate. For example, over 1,200 companies are now calling for a price on carbon, and many, including Unilever, are setting targets to be 100% powered by renewable energy.

Paul Polman, Unilever CEO, puts it well:

“We are entering a very interesting period of history where the responsible business world is running ahead of the politicians and taking on a broader role to serve society.”

Sustainable Brands: Entering the Next Phase

Our work in brand strategy demonstrates, again and again, the huge impact that brands can have on people, markets, governments, etc. We’ve watched and worked with brands innovating with purpose, fueling movements, sparking important conversations, changing behavior, and disrupting and transforming markets all around us.

So here’s what we can learn from some of the top transformative, sustainable brands of today.

1. Coming Together: Brand Partnerships

Smart and sustainable businesses today understand that large scale change can’t be achieved alone. You need employees, customers, investors, stakeholders, and sometimes even your competition, rallied around a shared purpose.

Take Ford. Ford, like many other automobile brands, has been dedicating increased R&D to hybrid and electric. But their vision goes beyond a line of electric vehicles. By partnering with Infineon, SunPower, Whirlpool, and Eaton (unexpected partners) to develop the MyEnergi Lifestyle program, they’ve built an electric brand that can fuel what they call an electric lifestyle.

The partnership program shows how electric cars, solar power systems, energy-efficient appliances, and home design can all come together to reduce people’s total carbon footprint in the home. And by recognizing that they aren’t the only brand in people’s lives, they’ve helped fuel a lifestyle that is affordable, easy, sustainable, electric, and just plain cool.

2. A Shift in Mindset: Negative to Positive Impact

Until now, much of sustainability has been about limiting damage. But that’s changing. Unilever publicized their objective to become carbon positive by 2030. Interface, a B2B modular carpet company on the cutting edge of innovative and sustainable design today, is also a prime example of a carbon positive brand.

In what the brand calls “Climate Take Back” (their mission) they articulate the shift:

“We need to stop thinking about how to limit the damage and start thinking about how to create a climate fit for life…We commit to running our business in a way that creates a climate fit for life – and we call on others to do the same.”

This is about leaving “crisis” mode and recognizing the current state as an opportunity. With this positive mindset, Interface is on track to meet Mission Zero goals by 2020 while simultaneously innovating technologies that create carbon positive environments. (They take plant-based carbon and convert it into a durable material that prevents the release of that carbon back into the atmosphere, and instead storing it into the carpet tile.)

And Interface’s net-positive mindset is infused into their entire brand. Their brand voice is purposeful, determined, courageous, and optimistic. Their brand narrative articulates their ongoing commitment to innovative sustainability. The look and feel of all their brand elements is natural and organic. Many of their carpet lines even look like the ecosystems they are working to save (the ocean, forests, etc.). And their brand colors are inspired by those beautiful, natural environments.

3. Be Bold and Take a Stand, Profits Aside

Patagonia, a brand whose values are minimalist and environmentally aligned, started a movement when they made a strong anti-overconsumption statement back in 2011: running a full-page ad in the New York Times with the copy “Don’t Buy This Jacket” written over their best-selling jacket. With this message, Patagonia asked customers to “buy less and reflect more” before spending – even on their own products.

In addition, in 2016, the company donated all Black Friday profits to local grassroots organizations working to protect our environment for future generations. They focused on small, under the radar organizations that work on the front line of some of the most pressing environmental issues of today.

Although this was both a political and social statement, it was also about furthering connections with their customers: people who fiercely love the outdoors and want to support the people who are willing to work hard every day to protect the places they love. Although estimated sales for Black Friday circled around $2 million, the company made more than $10 million. And since 2011, many brands have followed suit with similarly minded ads, the closing of store doors, and acts of giving.

Patagonia acts as a prime example of a retail brand that still encourages sustainable consumption and works to build a better world.

Purpose, Passion, Partnership

What unites the sustainable brands mentioned? It’s not a great CSR or a great one-off effort, it’s purpose, passion, and partnership – infused into your brand and every decision you make moving forward. Focus on becoming a sustainable brand and ensure sustainable business for years to come.

If you need help, please reach out.

Emotive Brand is a brand strategy and design agency.

Why so generous?

Brand generosity is in. As consumers become increasingly connected to social media and exposed to marketing ploys and tricks, suspicions rise about the authenticity of brands. Many consumers are looking for a genuine social commitment from the brands they engage with. As a result, building a bond with the people that matter to your business is more important now than ever before. People are looking for brands that give more than what’s expected. They want to feel good about the brands they are buying into, and how those brands are giving back to the world at large.

What is brand generosity?

Brand generosity is a new phrase in brand land most recently linked to Target’s current marketing strategy. Using advanced data, Target figured out that consumers have an itch to listen to music while watching the Grammys, so they launched a live ad featuring Imagine Dragons during the show. The ad didn’t advertise products; it only gave viewers the music they wanted. Target coined this tactic as “brand generosity” in the sense that it provided a targeted audience with “free” content.

Even though Target is calling this brand generosity, we believe brand generosity should mean more. It shouldn’t be a substitute phrase or a disguised name for branded advertisements, marketing tactics, or content marketing. Indirect content marketing isn’t enough to call a brand generous.

What brands do it well?

We took a look at the qualities of successful brand generosity programs to better understand how they drive meaningful and successful business:

Purpose-Led, Promise-Driven

Generosity that stems from purpose is inherently genuine. TOMS, for example, has pledged to make a positive impact on the world with a “one for one” promise. And yet, the promise extends beyond giving one shoe to someone in need for every shoe a consumer buys. It sings true in how the company invests, what partnerships the brand makes, where they give, and what they give. Because the TOMS purpose goes beyond specific products and far beyond profit, the brand has had – and will have – the ability to extend their giving beyond shoes: the gift of sight, water, safe birth, and kindness are also part of their brand generosity. By working towards a larger aspiration, there is always more giving to be done. If giving can grow, business can grow, too.

Rewards Social Engagement

Since social sharing has become such an integral part of successful businesses today, brands that demonstrate generosity towards consumers via social media are thriving. For example, Lancôme allows customers to earn points when they share products on networks like Facebook and Instagram. This kind of giving creates more than a sense of reciprocity. It builds loyalty and fosters brand ambassadors who feel rewarded and valued. Showing gratitude goes a long way with these loyal and important consumers.

Creates a Social Halo

When people buy from brands that are perceived as generous, they themselves often are perceived as generous. This is what many psychologists refer to as the halo effect. And the halo of giving is greatly valued and respected in today’s world. For instance, when consumers choose to buy a branded (RED) iPod Nano over all the other colors, they make the choice to help (RED) #endAIDS. Although consumers pay the same price for the product, they get the product and the social halo. They are not only Apple users, but also generous, good-hearted Apple users who have taken part in the fight against AIDS. Their purchase displays their commitment to not only “BE (RED),” but recognizes their personal and important contribution to the cause.

Builds a Giving Community

(RED) is quick to point out that an AIDs-free generation is not achievable if they work alone. It takes everyone: governments, health organizations, partner companies, and consumers. Other generous brands agree. By buying into brand generosity, consumers are not just consumers. They join the movement, and become part of the rally behind the cause. Generous brands like Yellow Leaf Hammocks, Kind Bars, Better World Books, Warby Parker, and Ethos Water all strive to build a community that works together towards their goals. By explaining what impact each individual can have, the community grows stronger, and the power of giving is brought to life. When people feel good about their personal generosity, they will feel good about your brand.

The Financial Benefits of Generosity

Generous brands benefit financially. In the end, giving back positively impacts your business. Why? Because as many brands and entrepreneurs have discovered, giving back to your community is incredibly rewarding both personally and financially.

Having a giving mindset creates positive PR and increases commitment amongst employees. It gets them rallied behind your cause. It also strengthens consumers’ emotional connection to your brand’s purpose. Because your brand is aligned behind a larger aspiration, your brand becomes a part of a larger community that cares about that same cause. With this strong community come more partnerships, support, and meaningful connections.

Consider the ways your brand can give back in an authentic way. Whether it’s aligning your brand with a charity that resonates with your purpose or setting aside time in the workplace to give back to your local community, fostering generosity within your business will help it thrive. Authentically generous brands are flourishing brands.

Emotive Brand is a San Franciso branding agency.

Hello!

Tag: CSR

Redefining What It Means to Be a Sustainable Brand in 2018