The climate crisis has never been a bigger issue than it is today, as everyone from politicians to school children are taking notice. As the environment is at the forefront of many people’s mind, its cultural capital is extended to influence people’s purchasing behavior. So much so that, as studies have found, the majority of people are actively seeking out sustainable solutions while shopping.
Whether you are a business owner, a public relations expert or a marketer, now is the time you should be focusing all of your attention on curating a sustainable brand image.
What is a sustainable brand image?
As Eleven Marketing explains, a sustainable brand image requires techniques that are found in both the public relations and marketing departments. This is because to achieve a sustainable brand image, all your company’s output, from your products to your logo need to give the impression of sustainability.
In order for a company to be able to achieve this sustainable status, it first needs to employ green production. This means that all of your operations and the materials that you use when making your products need to be environmentally friendly. Without this commitment to the cause, your sustainable brand image will come across as inauthentic and your company might face problems caused by ‘green washing’.
The benefits of a sustainable brand image
Building a sustainable brand image is not just good for the planet, but it is good for business too, as the list below outlines.
1. Sustainability drives sales
Modern-day consumers are much more aware of the power of purchasing. This is why consumers are paying more attention to how companies are making their products and treating their workers. Businesses that have sustainable brand images are being rewarded by consumers, many of whom will pay more to shop at a sustainable business.
2. The future is green
This prioritization of sustainability is much more than a passing fashion fad. In fact, in the future, analysts predict that you can expect to see an even greater prioritization of sustainability. This means that far from being a short-term investment, a sustainable brand image will be an expected mainstay in the future, across a wide range of different types of industries.
3. You risk being left behind
Studies have found that sustainability is a major concern with today’s business leaders. In fact, 66% of executives believe a sustainability strategy to be a necessity in today’s market, with a further 22% saying it will be critical the future. This information illustrates the need for business owners to embrace a sustainable brand image, or risk being left behind.
4. Increase customer trust
As fewer and fewer transactions are happening face to face, it is becoming ever easier for customers to quickly lose trust in a business. Curating a sustainable brand image is a great way for businesses to build customer trust. This is because having a sustainable brand image makes your company appear to be more caring and thoughtful about its impact on the world around you.