Articles
Sustainable Branding: Rethinking Our Role in Consuming World
October 21, 2024
Branding has a long history, even predating modern consumerism. But today, the conversation around brands needs to evolve. Consumers are becoming increasingly aware of the environmental and social impact of their choices, and they’re demanding more from the companies they support. This is where sustainable branding comes in.
The Need for Change
The current model of consumerism is simply unsustainable. A 2020 UN Environment Programme report found that global consumption of resources is projected to triple by 2050, putting immense strain on our planet’s resources. This insatiable hunger for “more” is a major contributor to climate change and environmental degradation.
Consumers are increasingly wary of greenwashing — the deceptive practice of making a product seem eco-friendly when it’s not. A Nielsen study found that 68% of global consumers are willing to pay more for sustainable brands, but only if they trust the brand’s claims. This highlights the importance of transparency and authenticity in sustainable branding.
Thankfully, the tide is turning. Regulations around environmental claims are becoming stricter worldwide. The EU’s recently enacted Green Deal emphasises transparency in sustainability claims, requiring brands to substantiate their eco-credentials with verifiable data.
Introducing Sustainable Branding
Sustainable branding goes beyond slapping a green label on a product. It’s about integrating sustainability principles into every aspect of a company’s operations, from sourcing materials to manufacturing and marketing. It’s about creating a brand identity that reflects a commitment to environmental and social responsibility.
Real-Life Examples
A leading example of sustainable branding is Patagonia, the outdoor apparel company. Patagonia is well-known for its commitment to environmental activism. They use recycled materials, encourage customers to repair their worn clothing, and even run a campaign called “Don’t Buy This Jacket” urging mindful consumption. This authenticity resonates with environmentally conscious consumers and strengthens Patagonia’s brand.
Another notable example is Orsted, a Danish renewable energy company formerly known as DONG Energy. Orsted underwent a radical transformation, transitioning from a fossil fuel-based energy provider to a global leader in offshore wind energy. This rebranding effort not only signalled a strategic shift towards sustainability but also helped Orsted differentiate itself in a competitive market while attracting environmentally conscious investors and customers.
What We Can Do
As designers and creatives, we wield significant influence in shaping consumer behaviour and perceptions. We have the power to challenge conventional norms and promote sustainable alternatives through our work. By prioritising eco-friendly materials, minimalist design principles, and life cycle thinking, we can create products and experiences that minimise environmental impact and encourage responsible consumption.
- Mindset Shift: We can move away from promoting constant product churn and instead focus on designing durable, long-lasting products.
- Closing the Gap: We can help bridge the affordability gap between sustainable and non-sustainable options by exploring innovative materials and production processes.
- Transparency Matters: Let’s promote transparency in branding. We can use design to communicate a product’s lifecycle and its environmental impact.
- Inspiring Alternatives: We can explore creative solutions that encourage mindful consumption, like product rentals or repair services.
However, addressing sustainability in design goes beyond just materials and aesthetics; it requires a shift in mindset and habits. We must acknowledge the societal pressures that drive consumerism and work towards promoting a culture of conscious consumption. This includes challenging the notion that material wealth equates to success and advocating for sustainable lifestyles that prioritise quality over quantity.
Challenges and Opportunities
While progress has been made in promoting sustainable branding, challenges persist. The divide between the affluent and the less privileged often dictates consumption patterns, making sustainable options inaccessible to many. Moreover, greenwashing and superficial sustainability claims can mislead consumers, undermining genuine efforts towards sustainability.
Nevertheless, there is hope for a more sustainable future. By leveraging our creativity and influence, we can drive meaningful change in consumer behaviour and corporate practices. As we move closer to the 2030 deadline for reducing carbon emissions, brands and designers have a unique opportunity to connect the dots between large-scale environmental goals and the everyday choices consumers make. Let’s embrace this challenge and use our creativity to build a more sustainable world.
