Branding for Sustainability
Environmental pollution has a significant impact on everyone. From plastics in the ocean to carbon in the air, human waste is causing havoc that needs attention to stop further damage.
As a result, businesses, individuals, and the government are actively taking part in ensuring the environment is safe for everyone to live in. Here are some of the benefits of sustainability, and ways brands can engage consumers in sustainability>>>
What Is Sustainability?
In the environmental concept, sustainability is the process that seeks to preserve human health and the general world for generations to come. This includes using less paper, more eco-friendly products, green plants, and energy-saving equipment.
In order to contribute toward a sustainable world, companies now manufacture environmentally friendly but high-cost products. But, how do brands convince consumers to also play their parts in contributing to a sustainable environment by purchasing such high-cost products?
4 Benefits of Green Sustainability
Eco-friendly products have many benefits, from reducing carbon emissions to improving the average life span of humans. Below are some of the benefits of sustainability:
- Health: Clean air from a sustainable environment is very beneficial to humans. For example, asthmatic patients might get fewer attacks and this will improve their way of life.
- Environment: Green plants produce a lot of oxygen while harmful chemicals such as carbon have a negative effect on agriculture. With a sustainable environment, plants will grow rich in nutrients and this will improve the quality of oxygen in the air.
- Economic: The consequence of a non-sustainable environment is costly. For example, if harmful chemicals destroy plants, it will take a lot of financial effort to reverse the damage. Also, people will spend less money on maintaining human health in a sustainable environment.
- Reputation: Organizations actively contributing to a sustainable environment indirectly encourage everyone else to support the sustainability movement by buying greener products. This gives them visibility and adds to their reputation as a result of getting positive feedback from customers.
5 Ways Brands Can Engage Consumers in Sustainability
It may be challenging for a company looking to contribute to a sustainable environment at first. However, instead of handling the process alone, the brand can employ the services of businesses that advocate sustainability to ensure it gains a reputation in an eco-friendly location. Below are five ways a company can engage its customers in sustainability.
Informing customers about the importance of sustainability is the first step toward ensuring they become interested in the movement. A well-informed audience would show interest in following brand activities about sustainability.
Companies can use advertising to encourage consumers to join the green movement. A powerful advertising campaign can convince consumers to participate in sustainability by buying from a brand.
3. Social Media
With over four billion people using social media, a brand can leverage this number to engage its customers in sustainability. Consequently, social media will also contribute to its reputation.
Brands should provide transparent information about what they make their products with. In order to maximize profits, some brands engage in an act known as corporate greenwashing, where they falsely claim that their products are made from eco-friendly materials. Avoid potential backlash by being upfront.
When brands engage in partnership with other brands with similar sustainability interests, they form a powerful voice that emphasizes the need for consumers to be active in promoting an eco-friendly environment.
How Green Technology Impacts Sustainability
Green technology is the process of reversing harmful human activities on the environment. Plants fail to receive the nutrients they need in a world with many toxic chemicals from waste and constant carbon emissions. But technology can protect plants from these environmental factors.
For example, businesses can utilize renewable energy by investing in solar cells instead of getting electricity from the grid. This technology converts energy from the sun into energy — a process with zero carbon emissions, unlike fossil fuels.
Considering the world relies on non-renewable energy resources — which endangers a sustainable environment — technology can produce renewable energy sources. It can also aid in genetically modifying crops, increasing their yield and protecting them from pests.
Brands must understand purchasing or consuming a product largely influences the amount of waste humans produce. As a result, they must find ways to contain waste production in order to fulfill their part towards a sustainable environment.
Everyone benefits from a sustainable environment. From health to economic and environmental benefits, brands must make customers see why they need to be involved in the sustainable movement. This ranges from partnering with a brand of similar sustainable interests to educating consumers and being transparent about what their products are made of.
A sustainable environment can also benefit from technological advancements. With a solar panel system, a company can rely on carbon-free energy, which decreases its carbon footprint and its consumers’ footprint.
Article by Jane Marsh
Jane works as an environmental and energy writer. She is also the founder and editor-in-chief of
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