Why is sustainability good for brands?

Examples of company sustainability strategies

In many countries there are certification marks that are used to certify the specific characteristics of a given product or service. The Woolmark, currently used on more than 5 billion wool products, certifies that the products to which it is applied are 100% wool. (Photo: Courtesy of Woolmark)

Collective marks also provide another means of indicating that certain goods or services meet certain standards, and are covered by Article 7 of the Paris Convention for the Protection of Industrial Property (1883). Collective marks are owned by an organization or association and may be used by any merchant who is a member of that association. Some jurisdictions require applicants to file the regulations for use of the collective mark with the trademark registration authorities as part of the application. Like other trademarks, collective marks can be words or logos. They are also subject to the customary requirement of genuine use of the mark.

Architectural sustainability strategies

We usually link sustainability to the environment, but it is a broad concept that goes far beyond that. Millions of people have internalized this way of understanding the world, and apply it to actions that go beyond recycling garbage or not buying plastic packaging. Choosing a mortgage, buying a certain car, purchasing a certain article of clothing or saving in certain investment funds are decisions that can also be guided by sustainable criteria.

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To support the transition to a green economy, the bank aims to finance or facilitate the mobilization of 120 billion euros in green finance by 2025 (a figure that will increase to 220 billion euros by 2030), will leverage its capacity to issue more green bonds, will develop green products for its customers, who will be supported in the transition to a low-carbon economy, and will continue to fight deforestation and its negative impact on climate change and biodiversity. These are just some of the actions implemented by a bank that has been recognized as the most sustainable in the world by the Dow Jones Sustainability Index publication. “The pandemic has demonstrated the need to commit to sustainable growth, and the digital transformation makes it easier for us to accelerate the necessary changes,” concludes De Mesa.

Project sustainability strategy

Markets are increasingly demanding brands that are committed to the environment. Biodegradable packaging, low-emission transportation or sustainably sourced food are the main demands in a world on the brink of collapse.

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In addition, with government initiatives so closely watching what they do, it is the brands that occupy the middle ground that are in the spotlight, at least from the consumer’s perspective.

This is something brands should leverage to increase their appeal and drive purchases. By discovering exactly what motivates consumers to form a good opinion of them and from a sustainability perspective, showing themselves as brands committed to the environment is a smart move.

It is vital for brands to gather knowledge to develop processes, products and messages that meet the growing expectations of their customers. Above all, by putting their commitment to sustainability at the center.

Here are some brands committed to the environment that are living up to this evolving trend and have already begun to reap the rewards in terms of reputation and engagement with their customers.

Sustainable strategies to reduce environmental impact

The Dow Jones Sustainability Global Index covers a universe of around 2,500 companies listed on international stock exchanges, belonging to 60 different industry sectors and from 47 countries. Of these, only the top 10% are included in the Index, with an investment ceiling per sector of 15% of market capitalization.

Being part of the Index shows investors which companies have stable returns and are best prepared for the risks of a global economy that is shifting towards shared-value oriented models. Being a sustainable company offers several advantages and benefits; here are three of the most important:

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The effects of climate change that generate losses between 1% and 5% of global GDP, energy stability with more volatile fossil resource markets and higher demands, scarcity of raw materials in the face of increased production, a global population, food security for the community with food prices 70% to 90% higher than current prices, and deforestation that will affect more than 13% of current forests globally, are some of the great challenges facing humanity.