Let's talk about a topic that often gets a bad rap: sustainable design. It's time to challenge the notion that eco-friendly branding is synonymous with boring, beige aesthetics. In this article, we'll dive into the world of authentic eco branding and explore why it's so crucial for brands to get it right.
Breaking Free from the Beige Plague
Sustainability, when done right, is anything but boring. Yet, many brands seem to fall into the trap of creating forgettable, bland designs that fail to capture attention. From random leaves to recycling triangles, these visual cues have become cringe-worthy clichés.
Personally, I believe this phenomenon stems from a lack of understanding and strategy. Brand teams, with their creative prowess, are often handed a set of sustainability claims and told to make them work. Without a clear vision or experience, the result is often a lazy shortcut that does more harm than good.
Examples of Sustainable Design Done Right
Now, let's look at some brands that have nailed sustainable design:
- Norrsken's Open Letter on Electrification: This disruptive brand took a unique approach by tapping into Europe's electro scene. With a catchy slogan, 'Make Europe the Electro Union', they created a vibrant brand world that resonated with their audience. The result? A successful open letter campaign with signatures from major brands like H&M and Oatly.
- Decathlon's No Tent Left Behind: Decathlon recognized the opportunity to integrate circularity into their business model. They offered a unique solution to festival-goers: sell tents with the promise of buying them back for recycling or resale. The campaign, 'No Tent Left Behind', built a strong brand identity while addressing a real consumer need.
- WWF's Instagram Presence: WWF broke free from the typical NGO sustainability communications by embracing the beauty of the natural world. Their Instagram page is a testament to this, with stunning visuals that showcase the beauty of nature. It's a refreshing take on sustainability messaging.
The Importance of Sustainability in Brand Strategy
In today's uncertain world, sustainability offers brands a chance to build trust and counter anxieties. It's a powerful tool to show consumers that a brand is trustworthy and aligned with their values. However, trust is fragile, and brands must back up their sustainability claims with transparency and tangible consumer benefits.
Common Pitfalls in Sustainable Branding
Many brands make the mistake of focusing solely on sustainability claims without considering the benefits to consumers. It's like going on a date and bragging about your achievements – it's a surefire way to turn people off. Brand teams need to think about how their sustainability actions enhance the consumer experience.
Pivoting Towards Engaging Sustainable Design
To create sustainable design that resonates with audiences, brands should:
- Develop a comprehensive sustainability strategy.
- Treat sustainable design with the same respect and resources as brand design.
- Find and nurture talent that can bridge the gap between brand and sustainability worlds.
Avoiding Greenwashing and Building Authenticity
Greenwashing is a real concern, and brands must ensure their sustainability communications are credible. At Onward, we use the Credibility Compass to guide our work and steer clear of greenwashing. By focusing on specific areas with high potential, measuring impact, and conducting thorough greenwash checks, brands can create authentic sustainability narratives.
The Future of Sustainable Branding
There's a misconception that sustainability is out of touch with modern consumers. However, the truth is that people are craving brands that are useful, value-aligned, and take action. Decathlon's success is a perfect example of this. By making circularity a benefit to consumers and the planet, they've created a booming brand.
At Onward, we believe sustainability is a powerful tool for brands to build trust, relevance, and memorability. It's time for brands to embrace this potential and create authentic, engaging eco branding.
