What it means to be a sustainable brand
Thanks to environmental movements, both consumers and companies have begun to develop a critical spirit and awareness of the impact their decisions have on the environment. So much so that sustainability has become a fundamental pillar in our lives.
Companies, as stakeholders in society and the environment in which they operate, have a responsibility to take responsibility for the impact of their business on society and the environment. Thus, sustainable brands are those that assume their responsibility and decide to commit themselves to change.
In short, CSR is the way to become better companies and take advantage of their activity and influence to benefit society as a whole, the economy and, above all, the environment. Consumers demand sustainable companies that promote values of solidarity and have a social commitment that is reflected in the way they act.
Energy resources are very valuable in every way. We pay a very high price for them, and not only us, but also the environment. Therefore, proper management of energy consumption, energy saving instruments and renewable energy sources will help you take care of your finances and, above all, the planet.
Example of a sustainable brand that complies with the triple bottom line
Many consumers choose brands that take care of the environment in their manufacturing process. In general, they contribute to sustainable fashion and help to improve our planet.
Millennials are also among these individuals, as they bet on stores that comply with these values. In addition, they boost this type of purchases by investing in these stores that care about the planet and offer eco-friendly products. Therefore, in this post we want to talk about some of these sustainable brands and their products.
What is an organic product?
If we stop for a moment, this thinking has to do with the human need to belong to a tribe, to share values. We see this a lot in the fashion industry, where it is becoming more and more normalized for people to wear brands with beliefs that represent them.
To give you an idea, the materials to be replaced represent 90% of the total raw materials purchased by the brand. And in terms of energy efficiency, 80% of energy used by this company and its entire group of brands comes from renewable sources.
That is why in 2019, Patagonia received the United Nations Champion of the Earth award in the category: outstanding business vision. The award was established by the United Nations to “celebrate outstanding figures whose actions have had a transformative positive impact on the environment.” (UN-Environment).
Through its leadership in sustainable business Patagonia has spurred other global brands to adopt more sustainable measures. The company has directed its marketing toward promoting activism.
How to create a sustainable brand
As the category is constantly growing, so are the concerns and confusions. Within this trend, there are different terms that can be used and it is difficult to integrate into this “fashion of words”.
If we focus for example on the food sector, we see how it has gone through different “fashions”: the SIN, BIO, ECO, natural, Animal Welfare, sustainable, etc. and due to this bombardment of characteristics the consumer is not always able to discriminate the different benefits and promises and, much less, to integrate them into their daily lives.
These are concepts that the consumer has learned to live with and deal with, without initially having a clear understanding of each one. Therefore, the consumer has become increasingly critical and skeptical of messages, benefits and promises.
Therefore, it is important to be careful with this terminology so as not to fall into “greenwashing”, which is the practice of marketing a product or brand as more environmentally friendly or greener than it really is.