Sustainability has moved from being a buzzword to an urgent global priority. As the effects of climate change become increasingly evident, and as consumers grow more conscious of their environmental impact, brands are being pushed to the forefront of this change. The demand for sustainable practices is no longer a niche preference—it's a widespread expectation. For brands, this shift offers both challenges and opportunities. So, how can your brand rise to the occasion and champion sustainability?

Understand the changing consumer landscape

A recent study in the US indicated that nearly 66% of consumers are prepared to pay more for sustainable brands. This sentiment has been growing stronger each year, particularly among the younger generations. Millennials and Gen Z are leading the charge, with many willing to pay a premium for sustainable goods.

Conduct regular consumer research to stay updated on shifting preferences. Engage with your audience on social platforms to understand their sustainability expectations.

Embrace authenticity in sustainability efforts

Greenwashing, or the act of making deceptive claims about the eco-friendliness of products or services, is a pitfall to avoid. Consumers are more informed than ever, and they can see through hollow claims. Sustainability needs to be at the heart of a brand's ethos and values, and demonstrated at all touchpoints.

Ensure that your sustainability efforts are genuine. Work with environmental and sustainability consultants to assess your current practices and identify areas for improvement.

CASE STUDY: LEGO

Every parent who has ever stepped on one of those little bricks knows that they’re made of hard plastic - yet LEGO has embraced and owned their sustainability initiatives by committing to sustainably source all materials by 2030.

Supply chain transparency

One of the most significant impacts a brand can make is in its supply chain. Consumers now care not just about the end product but also about how it's made. They want to know the materials, the sourcing practices, and the environmental footprint.
Conduct a thorough audit of your supply chain. Collaborate with suppliers who share your sustainability values and are willing to adapt to more eco-friendly practices.

Incorporate sustainability into brand messaging

It's not just about making the change; it's about communicating it. Use your platforms to share your sustainability journey, the challenges, and the milestones.
Develop a content strategy that integrates sustainability. This could include behind-the-scenes looks at eco-friendly processes, interviews with sustainability experts, or updates on your brand's green initiatives.

Product design & innovation

Sustainability is also driving innovation. From packaging to product design, there are countless ways brands can reduce waste, incorporate recycled materials, and minimise their carbon footprint.
Consider collaborating with design experts who specialise in sustainable product design. Evaluate your product range and see where improvements can be made.

CASE STUDY: Intrepid Travel

Intrepid Travel has pioneered sustainable tourism for over three decades, placing positive change at the heart of their operations. Their commitment is evident in their carbon-neutral stance since 2010, alignment with United Nations Sustainable Development Goals #unsustainablegoals, and distinction as the first global tour operator with science-backed targets to combat global warming. Beyond the environment, Intrepid's ethos is deeply ingrained in community engagement. By earning their B Corporation™ certification in 2018, they've proven that balancing profit with purpose is possible. Furthermore, their not-for-profit arm, The Intrepid Foundation, has channelled over AU $13 million into community-led projects since 2002, showcasing their dedication to global betterment.

Educate and engage your team

Your employees are ambassadors of your brand. Their understanding and passion for sustainability can significantly influence your brand's authenticity in its eco-friendly endeavours.
Organise training sessions on sustainability, invite guest speakers from the environmental sector, and create an internal sustainability task force.

Plan for the Future

The sustainability landscape is continually evolving. While it's essential to implement current best practices, it's equally crucial to look ahead. Regulations might tighten, consumer expectations may shift, and new technologies could emerge.
Stay informed about global sustainability trends. Consider joining industry groups focused on environmental practices or attending eco-focused conferences.

“The rise of sustainability is not a passing trend—it’s a profound shift in the way businesses operate and consumers make choices. Brands that genuinely embrace this shift, not just as a marketing strategy but as a core value, will thrive in this new landscape.”

At Dovetail Brand Engagement we understand the transformational power of the post-digital era and what it means for brands today. We are constantly exploring innovative ways to bridge the digital-physical divide and deliver integrated, memorable experiences. From strategic branding initiatives to creating powerful employee experiences and memorable events, our team is committed to helping brands navigate the post-digital landscape effectively.

Preparing your brand for the rise of sustainability