The notion of sustainability has been relevant to brands for years but has only evolved from being a buzzword to a regular practice more recently. With consumer mindsets shifting toward greater consideration of ethical labor and fair trade, the public is also increasingly gravitating to brands that reflect and uphold these values. Previously, it was easier to mock commitments to environmental stability and betterment – now, the rapid changes in the social landscape have instilled a greater want for sustainable living within audiences, encouraging them to select services/products that readily align with and fulfill this desire.
Of course, brand sustainability doesn’t impress audiences simply because it discredits unethicality; sustainable practices also enable more brand transparency, increasing brand likeability as consumers get a more detailed behind-the-scenes look into a business. You might think getting to see various stages of the manufacturing/planning process is boring but in truth, it creates a sense of belonging and inclusion for purchase audiences. Let’s be honest – who wouldn’t want to put their trust in a brand that makes them feel at home?
The Connection Between Sustainability and Audience Appeal
In theory, the idea of brands implementing sustainability is quite simple – throw on a few facts about melting polar caps and the negative impacts of deforestation on your website and you’re good to go! Well, we hate to break it to you but modern consumers are not that easily fooled. Simply talking about being sustainable isn’t enough; brands have to prove their commitment to sustainability through their actions. Spreading awareness of environmental impact, ensuring labor is fairly conducted, and adhering to ethical trade practices – these are aspects that convince audiences of a brand’s authenticity and dedication to consumer value, hence gaining their long-term favor.
Take Patagonia, an American retailer that manufactures outdoor clothing. Aside from using recyclable and organic materials in its clothes and prioritizing ethical sourcing, the company reaffirms its dedication to sustainability by offering repair and “worn wear” programs to reduce the frequency of clothes being disposed of (thus reducing derogative environmental impacts). That’s not all; the brand is estimated to be worth a whopping $3 billion, defeating any opinions one might have about sustainable brands being less successful or profitable.
We think we’ve made our case but if you’re still not convinced, here’s how sustainability can elevate brands in the eyes of their audience.
1. Increased Relatability
Continually experiencing the side effects of improper production/manufacturing practices, modern consumers feel it is their social and environmental responsibility to select products from brands that perpetuate these values. When brands utilize renewable resources, source ethically, and advocate for fair labor, they signify to sustainability-loving consumers that their visions are aligned. This, in turn, validates consumers and signifies that their priorities are acknowledged and represented – audiences feel safer about their purchase and become more attached to brands due to a shared sense of understanding.
2. Greater Transparency and Trust
Know the saying “Actions speak louder than words?” Well, audiences favor brands that practice sustainability due to their enforcing this very notion. To convince consumers of their dedication to environmental and social causes, sustainable brands don’t just talk about their plans; they make them a reality through things like active donations to environmental organizations and walk-throughs of a manufacturing process involving organic materials. When consumers visibly see a brand’s efforts to protect the earth over their corporate standing, they become more convinced that a brand is well-intentioned and societally considerate – this leads to greater trust in the brand as it appears human instead of a solely monetary-driven institution.
3. Higher Competitive Advantage
The current market is flooded with numerous brands offering countless consumption options for audiences. Now more than ever, businesses must find ways to assert their uniqueness in order to effectively capture consumers’ attention. This is where sustainability can be hugely beneficial in triggering and sustaining audience interest. Eco-conscious initiatives act as a key differentiator from other companies, helping a brand establish individuality. More so, sustainable brands reinforce innovativeness by tapping into a less-explored niche (of eco-friendly branding), impressing consumers through their forward-mindedness and willingness to think outside the box. Brands that emphasize factors like environmentally friendly resources and ethical labor offer a unique selling proposition, boosting consumer appeal and admiration.
Conclusion
As a society, we are past the point of believing global warming and environmental damage to be some sort of hocus pocus that people unnecessarily dwell on. Instead, many of us are increasingly becoming more environmentally responsible – this has generated an even greater desire for brands to implement eco-friendly and ethical practices that fulfill sustainability-driven consumer needs. Of course, there’s also the added bonus of standing out in a crowded marketplace. Definitely something worth considering, wouldn’t you agree?
