A sustainable brand is one that has successfully integrated environmental, economic and social issues into the range of its business beliefs and operations.
But today many companies that consider themselves to be sustainable only meet one-third of this goal.
Branding is a powerful tool for a company to live and tell what they believe and what they create. Making those actions a microphone to communicate and expose its sustainable policies and actions in its services and products.
But brands must realize that sustainability goes beyond caring for the environment, it involves three major facets: Environmental, Economic and Social, and each one of this aspects must be taken into consideration for a true and effective sustainability strategy. A strategy that must be aligned with the brands purpose, values and culture.
Today, more than 90% of CEOs say that sustainability is key for success. Companies that put this into practice, apply sustainability initiatives that include: develop sustainable actions, products and services, create positions like Chief Sustainability Officer, and involve the full organization, sharing and educating in sustainability.
All this effort can have no result and no progress if they don’t appeal to the emotional core of the matter.
The consumers and employees of the 21st century are not only ready for sustainable brands, they demand their commitment.
As a result, they are becoming more risk-averse when it comes to spending their money. And they spend more carefully than previous generations. But when they spend, we can see there are some patterns that favor sustainable brands.
An increasingly important group of consumers prefer to spend their money on brands that delive pro-social messages, apply sustainable manufacturing practices and exercise ethical business standards.
At TOTEM Branding we help business to understand, discover and connect with these relevant matters. Delivering sustainable policies and actions that the organization as a whole can commit and embrace. Sustainability is a mindset.
