Sustainability
and the shifting patterns from compliance to business value.
Climate change and Covid-19 are exposing the inequalities in society and accelerating the need for long-term thinking and action. Sustainability is the connection between some of the world’s biggest problems. It is not just green. It is composed of three pillars; – Environmental, Social and Economic. Also known as Planet, People and Profit.
The overlooked piece in sustainability is ‘brand’.
Brand drives differentiation
Brand drives ROI
Brand drives change
Therefore, to shift the pattern from compliance to business value, sustainability must be brand-led. It is a global movement, but a very local conversation. Sustainability is an imperative and not just ‘green’.
- – See sustainability as an opportunity to innovate not a constraint
- – Don’t be the same as everyone else – find focus
- – Let brand guide the way to stand out
- – Embrace brand-led sustainability and grow a business by doing good
There are four ways to develop a ‘Good’ Brand.
Transform – existing brands to make them future proof
Enhance – your portfolio with sustainable native brands
Accelerate – impact with brands as innovative as your business model
Reverse – your marketing model to boost efficiency of your innovation and R&D
Wherever you are on your sustainability journey, you can build a brand to be ‘good’.
WeThree Creative put sustainability at the heart of everything we do. We evaluate the brand vs. the UN sustainable development goals to provide a framework for initial portfolio analysis. What are the most relevant goals for your industry and how does your brand perform on these goals?
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