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How to make your sustainability story deliver real consumer value

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The guests all arrived bright and early on Thursday 19 July, at the Museum of Brands in Central London to hear from Clare Cotton, Associate Director for Brand & Innovation at 1HQ. With experience and expertise to help transform brands and increase their engagement with sustainable purposes, Clare spoke about how to make your sustainability story deliver real consumer value. Representatives from larger global brands such as Unilever and emerging brands like Rude Health attended and engaged in conversation over much needed caffeine and a sustainably sourced breakfast.

Clare began the talk by discussing the importance and value of getting behind sustainability and how, if successfully implemented, it can translate into huge brand growth. Companies that clearly articulated their sustainable purpose experienced an 82% growth, so, as Clare mentioned “it’s best to be on this bandwagon”!

In fact, the millennial generation, in particular, are more likely to work for companies that contribute to society in some way. Consumers are more aware of the impact their choices make and are considering the effects upon the environment and others more than ever; we called this the “blue planet effect”.

As a result, brands and retail companies are reacting rapidly to reducing plastic packaging due to increased environmental concerns. Consideration and the ethics surrounding choice are becoming more important, therefore Clare noted that “getting deeper meaning into your brand can drive sales”.

However, Clare raised an all-important One Hard Question: what exactly is sustainable brand purpose and what is sustainability?

Firstly, it is much more than environmental consideration. The talk touched upon the relevance of looking at the UN’s sustainable development goals and how these should be tailored to our own actions when creating a brand story.

The group were tasked in thinking about sustainable brands by ranking 12 examples from best to worst, which created a lot of buzz and debate! Opinions darted around the room and discussions ended up going on for some time.

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Magazine

Content includes:

All in
How can we foster and learn in order to create an inclusive and diverse culture in design?

Cultural diversity in design
Brands that cater to the widest range of people will not only be rewarded by consumer spending, but by elevated status in competitive markets too.

Design for a better world
Noteworthy brands who are innovating for a more inclusive world.

How do brands create cultural relevancy through compelling storytelling?
It’s not whether you stand up for a social issue, it’s how.

Why shouldn’t grass be purple?
Designing for colour blindness.


ISSUE 14

All In.

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