Fear is a powerful enemy when it comes to brands. The fear of being irrelevant, inaccurate or, worst of all, inauthentic. This is never more true than with sustainability, a topic that has become so rife with risk that brands are now avoiding talking about it at all.
The BBC’s Rare Earth series explored this recently, highlighting the shift from fear of ‘greenwashing’ to ‘greenhushing’, a word coined to describe a decision to say nothing rather than say something that might be considered wrong or at odds with the zeitgeist. A recent EU study found that more than 50% of environmental claims made about products and services are “vague, misleading or unfounded”, so it’s easy to understand reluctance to speak out, especially in a world where the threat of cancellation hangs heavy over individuals as well as businesses. From 2024, the threat has become even more real, with the introduction of anti-greenwashing laws that will fine companies who get it wrong.
So how can we help brands face this fear and work with them to feel confident to talk about their sustainability credentials? Our approach is to view sustainability in the same way we look at any brand attribute and to submit it to the same rigorous interrogation. We ask ourselves the same questions – is it true? Is it relevant? Is it interesting? What are the reasons to believe it? Is it a differentiator? And once we know those answers, we can then decide whether sustainability is a genuine and valuable part of that brand and if so, how we can communicate it in a way that is credible and beneficial. This applies to visual language as well as messaging, both of which have suffered an abundance of cliché over the years, resulting in a sea of sameness around sustainability communication. Everyone loves a panda but we probably don’t need to see any more leaves, water drops or naively drawn planet Earths.
Sustainability plays many different roles in branding, from a set of beliefs and related processes that are embedded into every part of a business from its foundation, to something that applies to a specific product or service, often as part of diversification or new product development. Our job is to find the right model for each business, rather than looking at a one-size-fits-all solution, and then develop their unique sustainability story.
Here are a two examples of brands we work with that have identified sustainability as a key part of their communication strategy.
PEOPLE is a tech-based company that pivoted into logistics with the invention of Container 2.0, a new shipping container that uses innovative technology to create a more sustainable option to an entire sector. Accredited by Lloyds of London, Container 2.0 has the potential to render all existing shipping containers obsolete. Smart tech enables live monitoring and tracking of the container (or even a fleet of them) across the globe, delivering more efficient and more environmentally friendly operations.
We created a digital platform for the product, including an interactive tool that calculates the environmental benefits as well as commercial efficiencies in real-time. By bringing the tech to life, we were able to explain complex issues simply and clearly.
We’ve been working with iconic Danish tap manufacturer VOLA for nearly 20 years, helping them protect their market position and maintain the integrity of their brand amongst increasing competition.
Danish culture is widely characterised by the idea of sustainable living. Denmark has few natural resources, so they have always been carefully managed, and Danish businesses see the responsible use of resources and the impact they make on the world as non-negotiables and something they do instinctively.
For VOLA, responsibility extends beyond manufacturing into design. As well as careful use of natural resources and materials, and recycling of 100% of the waste produced, the timeless VOLA design means that the products are long-lasting, removing the need for replacement. That is particularly relevant when it comes to cost - there are other cheaper taps available that look similar, but they won’t last as long or have the same environmental credentials.
The VOLA philosophy of responsibility is the essence of the business. So our job is to ensure that this is communicated throughout their marketing, without resorting to specific messages about ‘sustainability’, on the basis that design can and should be sustainable.
Public scrutiny is no bad thing but can also act as a deterrent to sincere communication about things that matter. New legislation to crack down on false and misleading claims is to be welcomed, but there also needs to be space for brands to be able to speak up on what they believe in and deliver on. Sustainability is an ever-changing issue, its meaning evolving constantly as we learn more about environmental responsibility. So businesses with authentic sustainability credentials need to be given the freedom to explore what this means. Our job is to guide them through this process and find what works for them, not just for today but for the years to come.
