Sustainable Branding Practices

Are your ESG initiatives just feel-good projects, or part of a strategic program? Many companies fall into the trap of implementing random environmental or social efforts—like reducing paper use or launching a one-off green campaign—without tying them back to a bigger plan. These isolated acts might look good on paper but often lack long-term impact. That’s where an intentional ESG strategy comes in. Instead of scattered efforts, a well-crafted strategy aligns with your company’s core values, business goals, and culture. It’s not just about doing good; it’s about ensuring that every initiative is purposeful and contributes to the overall mission of the organization. I’ve worked with organizations where the first step in building an ESG strategy was reviewing their mission statement and values. When these elements serve as the foundation, the ESG program becomes a natural part of the organization, not a side project. From there, the real work begins: setting specific, measurable, and realistic goals. Take, for example, A company targeting net-zero carbon emissions by 2030. This isn’t a vague aspiration—it’s a concrete goal that can be tracked, measured, and reported. Using frameworks like the Science Based Targets initiative (SBTI) or the UN Sustainable Development Goals (SDGs) can help ensure that your goals are in line with global standards, making it easier to measure progress. But it doesn’t stop there. A successful ESG strategy requires ongoing commitment and alignment with stakeholder expectations. Regularly assessing progress and engaging key players—whether they’re investors, employees, or customers—helps keep the strategy relevant and impactful. So, Is your company making random ESG efforts, or are you crafting a strategy that reflects your values and drives real change? #ESG #Sustainability #BusinessStrategy #EnvironmentalImpact #CorporateResponsibility

A recent BDO survey (article in comments) reveals that 75%+ of CFOs plan to maintain or increase sustainability investments—even in the face of potential policy shifts under a new administration. This underscores a crucial shift I am seeing with my clients: Sustainability is no longer just a regulatory obligation but a strategic business imperative. From ESG-driven risk management to long-term value creation, companies are prioritizing sustainable practices to stay competitive. The report concluded that "91% of companies working to integrate sustainability also anticipate increased revenue in 2025, compared to only 74% of other respondents, and 69% expect increased profitability, ahead of their peers at only 56%". Companies that are integrating sustainable practices into their operations and supply chains are unlocking cost savings, innovation, and competitive advantage while mitigating risks. #Sustainability #BusinessLeadership #ESG #CorporateStrategy

📝Sustainability and creativity work powerfully together. The most talked-about brands today combine both to stand out from competitors. Many companies think going green means boring design. Actually, the opposite is true. Here's how your brand can blend sustainability with creativity: 1) Better materials, beautiful results: Today's eco-friendly materials look great and perform well. Example: Pangaia uses "grape leather" made from wine industry waste to create stunning products customers love. 2) Turning waste Into wanted products: Smart brands see opportunity in what others throw away. Example: Freitag transforms used truck tarps into one-of-a-kind bags that people eagerly collect and share online. 3) Packaging that serves multiple purposes: Sustainable packaging can be clever and useful. Example: Seed designed packaging that becomes a desk accessory after use, extending its life and keeping their brand visible. 4) Stories that connect with customers: People respond to authentic stories about environmental impact. Example: Emma Bridgewater shows how their factory waste becomes community gardens, building emotional connections with customers. 5) Making sustainability fun and social: Get customers involved in your green mission. Example: Girlfriend Collective hosts recycling events with music and refreshments, turning sustainability into a community experience. 💥The bottom line: Combining sustainability with creativity isn't just good for the planet 🌎; it's good for business 💱. These approaches build stronger customer loyalty and help your brand stand out. What creative, sustainable approach could set your #brand apart today? Follow Makarand Utpat for tips on Leadership, branding and digital marketing. Video credit: artmeetsat57 #sustainability #business #strategy #creativity #packaging #art #innovation

At Ubuntoo, we often advise companies on how to integrate sustainability into their brand communications, thanks to the years of marketing experience that Peter Schelstraete and I have. We have condensed our lessons learnt into "5 GOLDEN RULES" - I would love to hear your feedback. 1. FIRST BE, THEN DO, AND ONLY THEN SAY: The journey to a sustainable brand requires three steps: BE sustainable, DO sustainable actions, and then SAY you're sustainable. Many companies fail in this order. They start with bold announcements but don't follow through, which eventually erodes consumer trust or leads to backlash. 2. DON'T CLAIM CREDIT FOR CLEANING UP YOUR ACT: Brands often make a big PR splash or launch a marketing campaign to publicize their efforts to clean up the environment. This rarely works because most people aren't fooled into believing that you're helping the planet if you're also the one damaging it in the first place. 3. CONSUMERS WILL NOT PAY YOU TO BE MORE SUSTAINABLE The next issue I see is the misconception that consumers will pay more for a product just because it's sustainable. Sure, some may be willing to pay a little extra for the planet, but that's not enough. Brands should focus on adding real value to the product instead. How about creating a product that lasts longer or can be reused more times? Consumers will be more inclined to choose your brand if they're getting something more than just a "sustainable" label. 4. SUSTAINABILITY IS A DIFFERENTIATOR, NOT A MOTIVATOR: While sustainability can make your brand stand out, it's not the main reason people buy your products. They're purchasing your product because it meets their needs, not because it helps save the planet. That's a harsh truth, but it's one that many brands lose sight of. Differentiating your offering from competitors through sustainability efforts is great, but never forget what your core product is supposed to deliver. 5. FORM, FUNCTION, AND VALUE FIRST, PLANET NEXT Lastly, we cannot sacrifice form, function, and value at the altar of sustainability. I recently purchased a sustainable cleaning product only to find that it wasn't as effective as my regular brand. I felt disappointed and switched back. That's a mistake many sustainable brands make. You must ensure that your product is effective and offers good value for the money before labeling it sustainable. To sum up, your sustainable initiatives must be authentic, credible, add tangible value, meet core consumer needs, and deliver on form, function, and value. If you want to learn more, let's connect and make the world a better place together. #sustainability #greenmarketing #BEDOSAY

Sustainability has become a default line in marketing. That’s the problem. When every brand claims to be “eco-friendly” or “green,” the words lose meaning.  Audiences, especially Gen Z, see through it quickly.  They don’t just want promises.  They want proof. We’ve seen brands struggle here.  They invest heavily in sustainability initiatives, but the messaging sounds identical to everyone else’s.  It gets lost.  Or worse, it feels like greenwashing. Here’s what works instead: 1. 𝐁𝐞 𝐬𝐩𝐞𝐜𝐢𝐟𝐢𝐜. Share the numbers, not the slogans. 2. 𝐒𝐡𝐨𝐰 𝐭𝐡𝐞 𝐭𝐫𝐚𝐝𝐞-𝐨𝐟𝐟𝐬. Real change isn’t perfect, acknowledging challenges builds trust. 3. 𝐇𝐢𝐠𝐡𝐥𝐢𝐠𝐡𝐭 𝐢𝐦𝐩𝐚𝐜𝐭. Point to the outcomes, not just the intentions. 4. 𝐄𝐥𝐞𝐯𝐚𝐭𝐞 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲. Showcase the people and partners making the change happen. Sustainability isn’t a tagline.  It’s an operating principle.  And when it’s communicated with clarity and evidence, it builds credibility instead of skepticism.

5000 travelers, 1 blind test. 50% said they’d choose sustainable transportation and lodging. But when past trips were reviewed, guess how many actually did? 11% 🤯 The gap between guest’s intention and action? Huge! PhocusWire’s study confirms what many of us know: most travelers don’t choose experiences based on sustainability. They just want a good time. Does that mean we stop talking about our responsible measures? Absolutely not. But instead of listing how many solar panels you have, focus on how your sustainability efforts add value. Ask yourself: ✅ Does your energy efficiency lower room rates? ✅ Do your tours offer a unique, community-driven experience guests can’t get elsewhere? ✅ Are your ingredients less toxic because they’re grown on a local organic farm? If so, that’s what guests need to hear. Before people care about why you do what you do, they need to understand what’s in it for them. And while they may not be actively looking for green options, reframing the message gives them real reasons to choose your business— while also making a responsible choice. For the record, I believe sustainability will eventually become the norm. But until then, we need to talk about it in a way that makes it matter to most. 👉🏾 How do you connect your responsible practices to guest experience? 👉🏾 What’s a sustainable feature in your business that guests rave about? P.S. If you want to learn more about how to communicate your sustainability brand message effectively, you’ll enjoy my newsletter, The Cultured Journal. Subscribe using the link below👇🏾

Are Your Sustainability Claims Putting Your Company at Legal Risk? Recent research reveals a startling shift: Corporate sustainability commitments, once primarily a reputational concern, are increasingly becoming grounds for litigation. A comprehensive analysis published in Harvard Business Review highlights how the landscape of environmental, social, and governance (ESG) communication is fundamentally changing. The data is compelling: With over 2,500 active climate litigation cases globally, companies face unprecedented scrutiny not just for their environmental impact, but for how they communicate their sustainability efforts. The research points to a critical emerging pattern in corporate liability. A pivotal case study illuminates this trend: The 2024 legal action against JBS USA Food Company challenged their "net zero by 2040" commitment. What makes this case particularly significant is that it targeted a voluntary sustainability pledge, questioning not the missed targets, but the viability of the implementation plan itself. The research identifies an emerging corporate response: "greenhushing." Companies are increasingly withdrawing from public sustainability discourse to minimize legal exposure. However, the analysis suggests this strategy carries significant risks: - Market position erosion as competitors maintain transparency - Reduced ability to attract investment and talent - Missed opportunities for industry collaboration - Non-compliance with emerging regulations like the EU's Corporate Sustainability Reporting Directive Evidence-based strategies for risk mitigation: 1. Integration of legal and communications functions in sustainability strategy development, supported by clear governance structures 2. Research-backed implementation plans preceding public commitments 3. Transparent progress reporting: Studies show 80% of stakeholders respond positively to organizations that acknowledge challenges while presenting clear remediation strategies 4. Active policy engagement to help shape the regulatory framework The research conclusively demonstrates that strategic sustainability communication isn't optional - it's a core business imperative. Success depends on balancing transparency with robust risk management protocols. Question for fellow leaders: How is your organization adapting its sustainability communication strategy in response to this evolving legal landscape? #sustainability #leadership #supplychain ___________ 👍🏽 Like this? ♻️ Repost to help someone ✅ Follow me Sheri R. Hinish 🔔 Click my name → Hit the bell → See my posts. ___________ References based on HBR analysis and current market research in corporate sustainability communications.

This sustainability startup turned carbon footprint labels into a $4B marketing weapon. Allbirds engineered transparency into a demand signal that changed an entire industry. Their blueprint for values-driven commerce: THE ANTI-HYPE FOUNDATION While most DTC brands in 2016 were chasing hype and logos, Tim Brown and Joey Zwillinger went the opposite direction with: ✅A kickstarter launch: $120K in 5 days ✅Wool Runner: No logos, just merino wool comfort ✅1M+ pairs sold within 2 years ✅$1.4B valuation by 2018 They proved that substance beats style when executed with precision. TRANSPARENCY AS COMPETITIVE ADVANTAGE Competitors were hiding their environmental impact, and Allbirds made it their biggest selling point. In 2020, they became the first fashion brand to label every product with its carbon footprint: "7.6kg CO2 compared to 13.6kg for a typical pair of running shoes." This wasn't just marketing anymore. MATERIAL INNOVATION AS CONTENT STRATEGY Their supply chain became their story using: 👉SweetFoam™ made from sugarcane (open-sourced for competitors) 👉Tree fiber from eucalyptus 👉ZQ-certified merino wool from New Zealand 👉Partnerships with Braskem for carbon-negative materials They turned manufacturing into marketing, and transparency into trust. THE THREE-STAGE TRANSPARENCY TOF: Brand storytelling via sustainability media, transparency messaging, and B Corp certification builds awareness through values alignment. MOF: Product pages with carbon labels, supply chain transparency, and educational content convert curiosity into consideration. BOF: Direct-to-consumer focus, then selective retail expansion drives purchase decisions based on measurable impact. VALUES AS VIRAL ENGINE Instead of fighting Amazon's copycat shoe with lawyers, they wrote a public letter: "We're flattered, but we hoped you'd copy our sustainable materials too, not just the design." The response went viral across major media outlets, generating millions in earned media while reinforcing their brand positioning. MEASURABLE RESULTS FROM MEASURABLE VALUES The strategy delivered concrete outcomes with: 📈22% reduction in per-product carbon footprint in 2023 (to 5.54 kg CO2e) 📈B Corp score: 96.5 (18% increase since 2016) 📈Launching M0.0NSHOT in 2025—the first net-zero carbon shoe 📈Open-sourced the Recipe B0.0K for others to replicate Allbirds created something competitors can't easily replicate: a brand built on measurable impact, not just marketing claims. When your product IS your proof point, customers don't just buy shoes. They buy into a movement.

If you’re a CFO at a PE-backed company — sustainability isn’t a CSR initiative. It’s your best EBITDA lever. Here’s the reality we see every day: If you’re running a manufacturing or real estate company, and you’re looking for $10M, $20M, $50M in EBITDA expansion over 5–7 years? Most of your biggest levers will be sustainability levers: • Redesigning packaging to reduce materials • Launching circularity programs to reclaim products and feed production • Switching facilities to renewable energy or improving efficiency • Shifting transportation and logistics to lower-carbon options • Building brand equity that commands premium pricing with consumers And you don’t even have to call it “sustainability” if you don’t want to. Call it operational excellence. Call it brand repositioning. Call it value creation. But the levers are the same. Because sustainability is now baked into how you expand value — financially, operationally, and reputationally. Look at a company like Lipton under CVC. Premiumizing the brand. Optimizing supply chain efficiency. Aligning with shifting consumer expectations. Every major initiative connects back to sustainability fundamentals. And when you execute well? You don't just hit EBITDA targets. You improve exit multiples. You de-risk the asset for future buyers. You increase strategic optionality. If you’re a CFO or portfolio operator today, you don’t have the luxury to treat ESG as a reporting task. 𝐈𝐭’𝐬 𝐚 𝐩𝐥𝐚𝐲𝐛𝐨𝐨𝐤 𝐟𝐨𝐫 𝐭𝐫𝐚𝐧𝐬𝐟𝐨𝐫𝐦𝐚𝐭𝐢𝐨𝐧. The companies that realize this early will dominate the next cycle of PE exits. The ones who wait? They’ll be explaining “why sustainability wasn’t a priority” in due diligence rooms five years from now.

You might be leaving money on the table by overlooking one key element: Social impact messaging. Consumers pay more for purpose: Brands with clear, authentic social impact messaging can charge 10-15 percent higher prices. Why? People want to feel good about their purchases. It’s not just a theory—it works: Levi’s “Water<Less” campaign is a perfect example. By highlighting their water-saving process, they increased average purchase value by 18 percent. A small shift in messaging turned sustainability into profitability. How you can replicate this: Add impact messaging directly to your product descriptions. Use storytelling to connect your mission to product benefits. Highlight measurable impact in ads, emails, and social campaigns. With purpose and impact, Mario