"Brand Sustainability" Here is a term that means different things to different people, different brands, and even different industries. But what is it really and how should your brand respond?
Katie Klencheski from SMAKK Studios discusses what brand sustainability really is and how brands can make a meaningful impact that resonates with their customers.
Listen in to learn:
[2:50] How is sustainability defined?
[5:21] What is cause-washing and how can companies avoid it?
[7:55] What do different generations expect when it comes to sustainability?
[10:14] Can small changes really have an impact?
[13:03] Why is it so hard for companies to change and is it really worth the effort?
[15:05] Is absolute sustainability possible?
[18:43] Are consumers focused on the right things when considering sustainable brands?
[22:16] What practices are emerging among companies?
[25:43] How can companies stand out when sustainability is expected and not a differentiator?
Find Katie here:
Smakk Studios website
Instagram
Our community #ChatAboutBrand Twitter chat discussion featured some great insights on Brand Sustainability as well!
I'd love to hear your responses to this week's questions (indicate which one you're responding to by beginning with A1, A2, etc.):
Q1. In what ways can a brand be “sustainable”?
Brands become sustainable if they can reduce their environmental impact by implementing sustainable practices such as lowering carbon emissions, using renewable energy, sourcing sustainable materials, reducing waste, and encouraging recycling. Pavel G. Stepanov, JD
Aside from focusing on environmentally, brands can strive for financial sustainability by efficiently managing their resources, investing in sustainable technologies and practices, and promoting long-term profitability. Virtudesk
Sustainability is important to the environment, but also our personal energy. So much that is taught in marketing and entrepreneurship is not healthy nor sustainable. All brands need to focus on long-term costs for their communities regardless of the industry. Kathryn McClatchy
Q2. Why does it matter to consumers if a brand is sustainable?
Its about finding brands that care about the same things we do. Bonnie Wilson
By choosing a sustainable brand, consumers tend to feel that they are also contributing to reducing the impact (especially environmentally) by supporting these brands. Virtudesk
We're getting to the point we can't do half-measures for sustainability and so many people are seeing the effects of climate change and demanding real change from everyone, not just their own standards. Claire L.
Q3. How have the benchmarks of “sustainability” changed over time?
The benchmarks change as society changes. Also, as our society has become increasingly global, it's not just about our local community, businesses, or resources anymore. Kathryn McClatchy
I think in the past couple years it's become a big issues in consumers minds but it's also become a buzz word. The authenticity comes into play here. Bonnie Wilson
Q4. What is “greenwashing”?
Greenwashing can take many forms, including making vague or unclear environmental claims, using misleading images, or giving the impression that a product is more environmentally friendly than it is. Virtudesk
The classic example is when oil companies do ads about how sustainable they are. Basically, advertising how green you are, but when you look deeper, it's not true. Claire L.
Q5. Why do you think consumers care more about cause-driven companies than perhaps they used to?
Consumers today are more socially and environmentally conscious than before, and they are looking for ways to integrate their values into their purchasing decisions. They want to feel that they are supporting businesses that share their values and priorities. Virtudesk
People today are more concerned with the decisions we are doing that impact the environment. That is why consumers are more likely to support a company that is making a positive impact on the world and is committed to social and environmental responsibility. Pavel G. Stepanov, JD
Q6. What causes do you care about?
I want people to live their best life by discovering their uniqueness and putting them boldly to work! I am working with schools, organizations, churches, and individuals to help people discover the joy of living their design. Kathryn Lang
Organic, gmo-free, farming. Not using slave labor. Sustainable fashion (using natural organic fibers and healthy fair-trade labor). Kathryn McClatchy
Q7. Are there any ways you could incorporate these causes into your brand?
Yes. I talk about organic gardening, what vegans eat, and tea and chocolate, as all of these "hobbies" open the door to harder and bigger conversations around sustainability. I also seek out the smaller businesses who are doing the things to shed a light on. Kathryn McClatchy
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