Op-ed by Denise Hicks, global climate lead, C Space.
Despite recognised benefits of acting responsibly, we have reached a stalemate on progress. It seems the more brands become champions of sustainability, the greater the distrust by consumers.
No longer seen as a cost burden to organisations, recent reports prove that the rewards of operating more sustainably (and often more efficiently) outweigh the long-term costs. According to PwC’s 28th Annual Global CEO Survey, businesses investing in sustainability are six times more likely to increase revenue.
The challenge is that despite information being available, we seem to be less clear than ever about what it means for us – or what we should be doing about it. People are simply overwhelmed by the complexity and lack of actionable guidance.
The fact is that sustainability can mean everything and nothing – with both positive and negative connotations shaped by an underlying cynicism and scepticism. Two in every three people say they don’t know what it means to be sustainable, according to our global report, The ‘S’ Word, based on insights from over 4,000 participants across three continents.
Nonetheless, consumers care about the planet – more than ever. One of the core insights from our research was that nine in every 10 consumers, across multiple markets, said they are seeing the effects of climate change in their everyday lives. Even so-called ‘sustainability sceptics’ behave in ways we might term ‘sustainable’ – from planning better to avoid waste to collecting rainwater – because it makes sense and saves money.
Brands as rescuer
Brands have tried to step into the role of ‘rescuer’. This comes with risks, however. Accusations of greenwashing are a possibility, with devastating consequences if not managed in the right way.
Brands that have premiumised sustainability as a benefit, making it more expensive, should instead consider it as an integral part of their business, rather than it being bolted on, as this can foster resentment and erode trust.
According to The ‘S’ Word, 65% of people globally (72% in the UK) believe brands will charge more for eco-friendly products, even if the production costs remain the same.
Just 12% of consumers trust brands to follow through on sustainability promises, while 42% believe that brands don’t even care about the environment, made worse by high-profile greenwashing scandals. So profound is this distrust that brands are in a position of trust deficit when it comes to sustainability marketing.
Ironically, the more brands become sustainability champions, the more they may be at risk of being distrusted by consumers.
But brands don’t always trust customers either. The much discussed ‘say-do’ gap – the idea that consumers express a desire for sustainable products, but the sales don’t add up – is often used as an excuse by brands to give up on sustainability.
In reality, people buy sustainable products that make their lives better and easier, backed by honest claims. When products deliver, most will follow early adopters and brands do well.
A conversation shift
It’s clear the conversation with consumers needs to change. Reframing the purpose of more sustainable living can help brands refine their communications strategies to stay relevant and competitive. Rather than asking if consumers care about sustainability – a loaded concept that means different things to different people – brands should be asking how responsible products can best align with people’s visions of a better life.
This might be better mental and physical health and wellbeing, connectedness with others, or something else. Sustainability is no different to any other proposition: how can my brand bring people the things they crave? Research is essential to identify what this connection is – how can more responsible operations and behaviours drive value for your brand in the eyes of consumers?
We know that people want products and services that integrate into their lives without effort or a lot of extra spend. By shifting the narrative away from guilt-laden messaging towards positive, solution-oriented approaches, brands can tap into this.
Some brands are doing amazing things and are hugely influential. In The S Word, we identify five roles to guide brands on sustainability:
- The Pioneer – Patagonia has placed sustainability at the heart of its business, challenging industry norms and adopting bold purpose-driven messaging.
- The Leader – established brands like IKEA and Schneider Electric use their influence and resources to drive large-scale changes.
- The Challenger – Tony’s Chocolonely is disrupting a traditional industry, exposing unethical practices and offering innovative, sustainable alternatives.
- The Reformer – operating in traditionally unsustainable sectors like fast fashion, air travel and automotive, brands acknowledge past shortcomings and commit to transformation.
- The Pragmatist – Octopus Energy is embedding sustainability into its operations without making it the central marketing narrative.
Successful brands are those that don’t only take a snapshot on what people need but track it over time – keeping their ears and eyes open to the decisions consumers are making in this rapidly evolving space, through tools such as online communities and brand tracking, and using co-creation to build solutions collectively in real-time.
Businesses have a duty to go beyond superficiality by adopting genuine connections based on empathy, trust and shared values. By better understanding the relationship opportunities and threats between brands and consumers, building a dialogue, and by addressing the collective challenges of cost, effort and trust, brands can close the gap.
For more information, download the ‘The S Word’ report in full.
