How Are Brands Engaging with Sustainability in 2021?

Sustainability is much more than just a buzzword in 2021; it is becoming essential for businesses to demonstrate their commitment to ethical and environmental practices. Consumers and investors now expect to have clear and visible evidence of the ways in which companies are addressing climate change, and issues of social injustice.

For marketing and PR teams, this is a relatively new area, and as yet, there are no fixed and established ways to meet the challenge. Mediatel discusses this issue in a recent article. They point out that a good way to start is to identify which sustainability issues are most relevant to your business and industry.

This may be communicating the company’s commitment to achieving a carbon net zero target in line, or preferably before, the government’s official deadline of 2050. If your company has no policy to reduce its carbon footprint, it’s probably time to have a chat with the head of the relevant department.

The government itself is very proactive at publicising its targets, with the latest press release stating that it now has the world’s most ambitious climate change targets, by enshrining in law a pledge to reduce emissions by 78% compared to 1990 levels, by 2035.

It is also now extremely important for brands to handle their social media marketing with a strong awareness of diversity and inclusion. Mediatel advises that this could be achieved by hiring talent from a diverse range of backgrounds. Extra care should be taken to avoid inadvertently posting fake news and misinformation on social media.

However, Marketing Dive reports that although consumers now increasingly prefer green brands, it is easy for businesses and marketers to come across as heavy-handed and self-serving in their messaging. This raises the suspicion of ‘greenwashing’ in the customers’ minds.

Brands that have a holistic approach across their entire supply chain which drives the company ethos, and still prove to be popular and profitable are seen as the models to emulate.

Today’s sophisticated consumers who are driving the demand for sustainable products can easily see through messaging which adds up to empty soundbites, or is downright misleading.

Thomas Husson, a principal marketing analyst, told the publication that there was no ‘one-size-fits-all’ approach to sustainability marketing, because it depends so closely on the business’s entire operating model, which is unique to each company.

He commented of brands that are on message: "They truly understand their customers' emotions, demonstrate empathy, innovate with new product experiences, and authentically engage their communities," he said. "They can justify premium prices by rethinking value chains to stay competitive and by embracing new distribution channels and concepts."

Consumers looking for sustainable choices are of the upcoming generation of the teenage activist Greta Thunberg, who have grown up experiencing the extreme weather events that we are now seeing on a regular basis across the globe.

This generation understand the seriousness of the situation, and look for brands that can authentically demonstrate their commitment to the environment in an engaging and youthful way.

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