Sustainability

Taking responsibility in 2019

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 “
The environment - You cannot get through a single day without
having an impact on the world around you.
it’s getting personal What you do makes a difference and you have to
decide what kind of a difference you want to make.
Jane Goodall

As the 21st century progresses the environment change, we are realising that we all share
is high on the agenda. Environmental the same planet. We all contribute to the
concerns are no longer seen as ‘fringe’ situation, and we all have a part to play
but are increasingly part of mainstream in solving the problems.
narratives. The scientific community, the
media, industry and government are all This realisation places pressure on the
fully engaged with the issues. Marketers individual. What opinion do you hold on
too have discovered the ‘power’ of the the environment? What are you doing
environment. about this? What choices are you making?

This is evident not only in developed markets

but emerging ones too. From environmental
degradation to pollution and climate
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 Sustainability can be
seen through history
The Industrial Revolution of the
1700’s saw increased reliance
on coal to fuel manufacturing
machinery and transportation,
rapidly increasing polluting fossil
fuel emissions and causing
concern over air quality.

The first and second World Wars

led to significant environmental
deterioration through explosions,
poisonous gasses and nuclear
testing.

Come the new millennium, consumer

sustainability had significantly entered
the marketplace. However, the Great
Recession caused many consumers to
re-evaluate priorities away from
environmentalism.

By 2015, environmentalism was once

again in discussion with the United Nation’s
Paris Climate Change Conference. The
Paris Agreement is signed, aimed at
mitigating climate change.

Evolving mindset
Deindustrialisation gained momentum in the 1970’s
In this way we can see that current
to mid 1980’s, with manufacturing moving to China
environmental attitudes are part of
and India. The 1970’s also saw the world’s first Earth
an evolution.
Day and growing awareness sparked an increase in
environmental legislation. Bhopal and Chernobyl
disasters in the 1980’s proved to have far-reaching
In the late 1980’s and early 1990’s, The Montreal Protocol
consequences for human and environmental health.
and The Kyoto Protocol were internationally adopted to
phase out substances responsible for ozone depletion
and to reduce greenhouse gas emissions.
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 Taking personal
responsibility

It’s clear that we’ve developed a stronger In this way we can take greater responsibility
sense of personal responsibility for our through our brand choices. Good brand
planet. Those are our straws and our plastic environmental behaviour can increase a
bags filling the oceans. brand’s appeal. Bad environmental behaviour
is quickly exposed through Social Media.
Unfortunately some of our brand consumption
can destroy animal habitats too, palm oil Environmental action is only one brand
being one example. We now expect brands choice away.
to show greater environmental responsibility,
through their packaging, ingredients and
product design.
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 Taking
responsibility
deeper

CONSUMER NEEDS It cuts deeper than just our behaviour. Our behaviour is a manifestation of our social values and
emotional need to feel connected to a greater good. Building a deeper connection with consumers
through environmental values relies on getting to the emotive core.

Behaviour
BEHAVIOUR
Recyclable or reusable packaging, natural ingredients, chemical-free, energy efficient

Social Needs SOCIAL NEEDS

Local, home-made, organic, free range

EMOTIVE NEEDS
Emotive Needs Protect, reconnect, balance, share, support, respect

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 At the heart of contemporary
environmental sustainability
is a sense of
personal responsibility
to make a change
to behave sustainably
and to be thoughtful
about our impact
on the Earth

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 Different ways we
can take action

Environmental action can be defined by these underlying dynamics. These dynamics are expressed in a range of environmental approaches.

IMPACTFUL YELLOW RED

An optimistic approach The enthusiastic The bold
with a short-term target optimist activist

COLLECTIVE INDIVIDUAL
Joint responsibility Make a stand ORANGE PURPLE
to make through decisive The practical The influential
a difference action helper investor

MEANINGFUL
A considered approach BROWN BLUE
with a long-term focus The nurturing The discerning
caretaker planner

A daring and loud statement with conviction, A cheerful and enjoyable celebration of sustainable
challenging an unsustainable norm progress, getting together to do good
Leading the way with contemporary strategy, A balance between the environment and
a sophisticated and modern lifestyle for others everyday practicality, easy and natural choices
to admire for all to enjoy
Considered choices and informed decisions, Cherishing and appreciating the environment
a practical approach to sustainability with a humble and sincere approach

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 BOLD
ACTIVIST “
CONFIDENT and BOLD,
environmental consciousness
is about being IMPULSIVE and Our planet’s alarm is
making a big IMPACT. going off and it is
I take environmental action
time to wake up
to the NEXT LEVEL and take action!
and am not afraid to
PUSH the boundaries to Leonardo DiCaprio
make a STRONG statement.

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 Standing strong on the front line, protesting
and donating time to causes

Staging rebellious events, defying the

norm and going against convention Sustainable
adventures
requiring minimal
waste, tough and
durable products

Next level minimalist lifestyle

and living off the grid
On the forefront of new and exciting ideas,
trying the latest environmentally friendly
product and discovering niche brands
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 BOLD
ACTIVIST
For brands in this space
environmental sustainability
is all about
POWERFUL actions
and making a
DYNAMIC statement.

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 INFLUENTIAL
INVESTOR “
SUPERIOR and INFLUENTIAL,
I LEAD THE WAY by
making a statement with
my environmental sustainability. I think luxury should
automatically be about
SOPHISTICATED and MODERN sustainability and quality
LIVING is sustainable and
gives me PRESTIGE,
a symbol of ADMIRABLE
environmental status. Jochen Zeitz

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 Modern eco-living, homes designed
with cutting-edge contemporary
sustainability, a league above
Purchasing premium organics, the the rest
finest quality produce from superb
locations is sustainable decadence

Donating
money to
esteemed
environmental
organisations
and charities
Designer re-usable water
bottles and cups, a symbol
of environmentalist stature

Powerful electric vehicles, emission-free superior

performance and ostentatious design

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 INFLUENTIAL
INVESTOR
For brands in this space
environmental sustainability
is being a LEADER in
sustainability, showing STATUS
and PRESTIGE to
INFLUENCE others.

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DISCERNING
PLANNER “
THOUGHTFUL and KNOWLEDGEABLE,
I make choices that are
INFORMED and CALCULATED in order to
be environmentally sustainable. The proper use of science
is not to conquer nature
Information allows me to wisely but to live in it
CONSIDER MY APPROACH
to being as EFFICIENT and
RESPONSIBLE as possible.
Barry Commoner

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 Utilising a science-based
approach and researching
available options

Considering and balancing affordability with

environmental impact

Being an expert
in energy
efficiency, from
smart cars to
modern-urban
living

Classic and quality

purchases, buy once
and buy smart

Long-term planning to enhance

efficient waste management

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 DISCERNING
PLANNER
For brands in this space
environmental sustainability
is making ASTUTE,
INFORMED and
CONSIDERED choices.

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 Nurturing “
caretaker The real work of planet-
HUMBLE and NURTURING,
environmental sustainability
saving will be small
is about making MODEST CHANGES humble and humbling...
and doing things Its jobs will be
in a TRADITIONAL WAY.
too many to count
Getting BACK TO BASICS, too many to report
LIVING SUSTAINABLY and too many to be publicly
CARING for our environment noticed or rewarded
in my everyday life.
too small to make anyone rich
or famous!
Wendell Berry
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 Visiting farmer’s
markets, purchasing
locally and seasonally

Mindfully managing
waste, nurturing the
Sustainable clothing, made
Earth by composting
with simple materials and
and worm farming
gentle methods

Using traditional methods, homegrown

and homemade rustic-style

Considerate travelling, riding

34 a bicycle or walking 35
 Nurturing
caretaker
For brands in this space
environmental sustainability
is making THOUGHTFUL
choices. Taking the time to
MAKE A DIFFERENCE,
starts at home.

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 Practical
helper “
PRACTICAL and EASY-GOING,
environmental consciousness
is about keeping everything The best friend on earth
UNCOMPLICATED and NATURAL of man is the tree
where possible. When we use the tree
I trust that my choices are respectfully and economically
GOOD FOR EVERYONE we have one of the greatest
and the environment. resources on the earth
Frank Lloyd Wright

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 Eco-friendly family favourites or
alternatives that everyone will
love, sustainable and Fairtrade
ingredients

Fuss-free, uncomplicated product

packaging that is easy to re-use
or recycle

Gardening delicious fruit and

vegetables that the whole
household will enjoy

Wholesome community
fundraisers and friendly
neighbourhood clean-ups

Re-usable containers, a
variety of shapes and sizes,
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 Practical
helper
For brands in this space
environmental sustainability
is an holistic approach with
PRACTICAL choices and
EASY options that are
NATURALLY feasible
for EVERYDAY life.

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 Enthusiastic
optimist!
Environmental sustainability is
“
FUN and STYLISH, something that
I can ENTHUSIASTICALLY In all things of nature
SHOW-OFF on social media. there is something
I will be keeping up with the of the marvellous
latest eco-friendly CRAZE
and joining in on EXCITING Aristotle
group activities.

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 Exciting group activities and
events for environmental
organisations

Cute and creative brightly coloured

re-usable shopping bags

Jumping onto
social media
trends, hashtags
and fun video
challenges
E-bikes and e-scooters for
whizzing around town with
a group of friends

Outgoing and optimistic campaign

accessories, brightly coloured and
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 Enthusiastic
optimist!
For brands in this space
environmental sustainability
is getting everyone involved
through ENERGY,
FUN and SPIRIT.

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 Brands should take
responsibility too

Consumers are taking a greater personal As we’ve seen there are also many
responsibility for the environment. As a environmental messages we can use.
result, the spotlight is being put on brands These all capture different emotions. And
to play a role. all have the potential to enrich your brand
positioning. Consider: what emotion
What can brands do? First, have a look is your brand positioning anchored on?
at what you’re doing – from sourcing, Would you like to operate in the ‘bold
through to production and distribution. activist’ space? Or is your opportunity
If anything stands out as a potential more as a ‘practical helper’? How you talk
environmental warning bell change it about your environmental values should
now. This is about being a good ‘corporate reflect this. You can only know this when
citizen’. Plus, it’s about protecting your you understand what your brand stands
reputation. Failure to do so risks negative for at a deeper, emotive level.
exposure in Social Media.
Environmental partnerships offer good
You might also bring environmental values ways to build brand equity and appeal.
into your marketing effort. If you do, be They can also help consumers feel like
authentic. Actions should match words, they’re taking responsibility. But choose
otherwise it’s greenwashing. And be credible, the right assets that support your brand
some activities are a more natural fit with positioning and build a deeper connection.
your brand. A focus on sustainable production
makes sense for a food brand. Likewise, a
link with recycling is an obvious step for a
brand with a high packaging component.
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 Sustainability
Taking responsibility in 2019

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