How to Make Sustainability Mainstream for Brands

Sustainable doesn't sell? The uncomfortable truth most eco-conscious marketers won't admit... Sustainability may be necessary for brands, but creativity is what makes them sell. Imagine walking into a store where every "green" product looks identical: - Same muted earth tones - Same kraft paper packaging - Same recycled materials with identical textures - Same generic leaf icons and eco-messaging It's no different for your brand in today's crowded market. When everyone touts sustainability credentials, those who pair eco-consciousness with genuine creativity capture customer attention and loyalty. Here are some ways to stand out: Sustainable Materials Don't accept dull as the price of being eco-friendly. Sustainable materials can be beautiful and innovative - take Nike's ocean plastic sneakers that maintain visual appeal. Waste as Art One brand's waste becomes another's masterpiece. Adidas partnered with Parley for the Oceans to transform plastic waste into coveted footwear - not just recycled, but reinvented. Innovative Packaging Your eco-friendly packaging should spark joy. Plantable seed paper tags allow customers to grow flowers from your product tag, creating an emotional connection. Compelling Storytelling Consumers love meaningful stories. Patagonia's conservation narratives inspire loyalty beyond their products. Experiential Sustainability Create immersive eco-friendly experiences through pop-up events or interactive recycling programs that engage customers. Your goal is to enable consumers to make sustainable choices without sacrificing the joy of beautiful design. Remember: Every time you settle for boring sustainability, you lose customers to brands that make eco-friendly exciting. ✍️ Your insights can make a difference! ♻️ Share this post if it speaks to you, and follow me for more.

Sustainability isn’t failing because of a lack of ambition. It’s failing because of where we’re looking for solutions. When strategies stall, most companies double down on reporting, targets, or tech. But the real levers for change are already on the ground—just waiting to be activated. Here are 3 proven ways I help companies unlock real ROI from their sustainability work: 1️⃣ Consumer-led change at the point of action Awareness isn’t enough. Real behavior change requires prompts, peer support, and habit formation—right where decisions happen. Think in-store sustainability guides, cold-wash defaults, food waste support systems that actually help households. 2️⃣ Community-based infrastructure investments You can’t hit targets without supportive conditions. Companies that partner with local leaders to build composting, EV, or reuse infrastructure see long-term savings and increase community trust. 3️⃣ Supplier- and peer-led solutions Some of the best sustainability ideas come from frontline workers, not frameworks. Create spaces for peer learning across your value chain. Find the farmer, the factory worker, the supplier who’s already doing it—and amplify them. These 3 strategies reduce emissions, build buy-in, and deliver visible progress. And the best part? ✅ They’re already happening. ✅ You don’t need to invent them—just invest in scaling them. 👉 Which of these feels most urgent—or most overlooked—in your company right now?

📝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

I get asked about Ganni A LOT whenever I talk about how to drive consumer behavior using psychological triggers and the challenges sustainable brands face against the allure of fast fashion. Interestingly, Ganni doesn't label itself as a sustainable brand; instead, it acknowledges the inherent contradictions in fashion and sustainability, focusing on continuous improvement. Despite this, the cult fashion brand is widely recognized for its chic, contemporary styles and strong commitment to sustainable practices, setting a new standard for balancing aesthetics, sustainability, and mainstream appeal. From a consumer behavior and psychology standpoint, Ganni offers many lessons. But for me, a key takeaway is that Ganni isn't trying to be a sustainable fashion brand; it's trying to be a desirable brand that makes clothes more responsibly. Many of Ganni's marketing and strategy practices aren't new, but the way they approach them sets them apart. They invest heavily in building a strong, recognizable brand identity aligned with their values and resonating with their fashion-seeking target market. They create clothes people genuinely want to wear, not just those in the sustainability community. They invest in fun, values-aligned collaborations, events, and experiences that tap into consumers' desires for community, shared experiences, and social recognition. What's different about Ganni reminds me of my interview with Danielle L. Vermeer on the #GreenBehavior podcast, where we discussed Amazon's laser focus on the customer. Ganni similarly prioritizes understanding and meeting customer desires for bold, playful, and versatile fashion that blends style with individuality. They recognize that purchasing decisions are influenced by social perception and create experiences that resonate on that level. It makes sense, seeing that Ganni's Chief Brand Officer, Priya Matadeen, has a background in psychology. 😉 Through its products and the brand built around them, Ganni allows its customers to signal their fashion-forward sensibility and alignment with responsible fashion values. Similar to Tesla's approach with electric cars, Ganni makes sustainability an integrated benefit, driving loyalty and sustainable behavior without compromise. The truth is that people's purchasing decisions are often influenced by how they believe others will perceive them. For sustainable brands to reach mainstream consumers, we need to start asking some tough questions like: 🤔 How unique and recognizable is our brand identity? 🤔 Are we making clothes people want to wear? 🤔 Do we truly understand our target customers' motivations/needs/desires? 🤔 Is our marketing strategy communicating our sustainability efforts AND fashion appeal? 🤔 Are we addressing the psychological triggers that drive consumer behavior in fashion? 🤔 Are we adapting our strategy based on market changes and consumer behavior insights? Curious to hear your thoughts! 🤓