10 November, 2023
There is no denying it, companies are navigating a more complex landscape when it comes to integrating sustainability into brand marketing. Customers (and journalists) will sniff out the truth, no matter how much organic and biodegradable green glitter is sprinkled over it.
Increasingly, anxiety of public backlash is holding companies back from sustainability commitments, or shying away from talking about what they are doing (also known as ‘greenhushing’).
We don’t think this is the right response. If companies and brands don’t communicate the positive steps they are taking and the impact they are having – particularly on areas which align with their purpose and reason for being – then it’s impossible for customers to factor this into their decision making. Of course the claims they make have to be significant, transparent and easy to substantiate. But in a world crying out for transformative change, we absolutely think those that have something solid to say (even if it’s the communication of a thoughtful, credible target and a plan to achieve it) should use the powers of communication and creativity to make it known.
So we’re always pleased when others wade into this debate, and even more so what they provide the how as well as the why. Enter our friends at Ubuntoo, who recently shared their ‘5 Golden Rules’, which we think are good food for thought along the way.
By Alice Railton