Sustainability Branding Principles and Best Examples

Sustainability branding has become a divisive term among consumers

On one hand you have the optimists applauding the change brands are making for the sustainability of the planet

On the other hand you have the pessimists pointing to “greenwashing” and nothing more than marketing spin

But without a doubt, brands and how sustainable they are is a topic that’s here for the long haul and its importance is ramping up.

So let’s dive into what it is, why it’s importance is growing and how to incorporate sustainability into the brands you build

Sustainability branding has become a divisive term among consumers

On one hand you have the optimists applauding the change brands are making for the sustainability of the planet

On the other hand you have the pessimists pointing to “greenwashing” and nothing more than marketing spin

But without a doubt, brands and how sustainable they are is a topic that’s here for the long haul and its importance is ramping up.

So let’s dive into what it is, why it’s importance is growing and how to incorporate sustainability into the brands you build

Sustainable Branding Principles & Process (7 Brand Strategy Examples)

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What Is Sustainability For A Brand?

Sustainability branding is the process of focusing and integrating identified environmental, economic and social issues into the operations of a business. 

These sustainability efforts involve creating, maintaining and projecting a brand that offers the benefits of sustainability to customers and the planet.

Generally, consumers are becoming more switched on to the damage brands are doing to the environment and sustainable brands are leading the charge to reverse that cycle to meet the growing appetite for sustainability from consumers.

While a traditional business will like to think about maximizing profit, sustainability branding emphasizes a greater purpose.

An effective sustainability program makes it clear to the target audience that their business model aspires to more than just boosting their bottom line. 

Why Sustainability Branding Is Important

People are now more concerned than ever about finding effective ways to address environmental, economic and social issues.

More eco-friendly brands are emerging putting the needs of the planet ahead of their profit margin.

Today’s consumers expect brands to become more sustainable in their business operations, and it is only those brands that support these ideals that will make a long term impact. 

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Consumer Spending Patterns Are Changing

According to Business Wire, 60 percent of global consumers rate sustainability as an important purchasing criterion

Everyone likes to put their money where their mouth is, and this is the case with consumers and sustainability. Consumers now seek out products and services that support the causes they care about such as using renewable energy and purchasing green products.

It is not enough to be a sustainable brand, you have to properly communicate your commitment to fighting climate change and facing environmental issues head-on.

Brands that take a stand on social issues and those who are proactive in their communication will easily win the hearts of their target audience.

Principles of Sustainable Branding

Sustainable branding goes beyond using green-themed logos and designs or sticking eco-friendly labels around packages.

Your entire process has to reveal sustainability to be able to get the right message out.