‘Net Zero Now’
Break The Pattern
The world is changing more rapidly in a direction where sustainable practices have become paramount to the future of the planet. Companies and brands are now focusing on sustainable production and practices to meet this future need. Moreover, sustainable products are surpassing in sales than ones that are perceived as non-sustainable, furthering the argument that sustainable products and practices are not only good for the planet, but they are also good for company growth.
However, because most brands are approaching sustainability in similar ways, they risk generating undifferentiated content, multiplying investments, and diluting the strength of their brands to pursue ever-higher standards. At WeThree our interpretation is that this strategy is flawed since brand should be the real driver of differentiation.
Brand-led sustainability infuses a brand’s essence and differentiating values into every action that it carries out related to sustainability, transforming doing good into a competitive advantage.
In this way, sustainability can become a source of preference, brand value and ROI.
Brands must lead the way
The call comes loudly from all stakeholders – from consumers to employees to investors – everyone expects more. In the void left by politics and institutions, many are looking to brands to lead the way: not only in guiding consumption habits, but in shaping day-to-day behaviours. Indeed, 90% of GenZ believe that brands must intervene on social and environmental issues.
