{"id":4251311,"date":"2019-12-12T13:18:00","date_gmt":"2019-12-12T13:18:00","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/what-brands-can-do-to-further-embrace-sustainability\/"},"modified":"2019-12-12T13:18:00","modified_gmt":"2019-12-12T13:18:00","slug":"what-brands-can-do-to-further-embrace-sustainability","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-uki\/insight\/what-brands-can-do-to-further-embrace-sustainability\/","title":{"rendered":"What brands can do to further embrace sustainability"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tWhat brands can do to further embrace sustainability\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tMellissa Flowerdew-Clarke\t\t
\n\t\tVP of Marketing, EMEA\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t12 December 2019\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\t\t\n\n\t\tNowadays,\u00a0most of us<\/a>\u00a0have more faith in brands to change the world than traditional institutions. So in an era where\u00a053%<\/a>\u00a0of the population believes that brands can do more to solve social problems than governments, what are companies truly doing to contribute to a better planet? At WebSummit 2019 sustainability was a hot topic with many speakers and panel discussions revolving around how brands can do better.\t<\/h2>\n\n\n\t\tWhat is sustainability?\t<\/h2>\n\n\n\t\tSince sustainability is currently a buzzword that many companies are trying to embody, let\u2019s start with the basics. According to dictionary.com, it means \u201cthe quality of not being harmful to the environment or depleting natural resources, and thereby supporting long-term ecological balance.\u201d Now, this is a very vague definition which means companies use the term to describe any initiative they take from installing solar panels to printing double-sided instead of single-sided. However, since consumers around the world are pushing for brands to be more sustainable, companies are taking bigger and bigger steps to meet this demand.\t<\/p>\n\n\n\t\tFinding a balance\t<\/h2>\n\n\n\t\tConsumers, nowadays, are demanding ultimate transparency from brands, who oftentimes feel pressured to change all aspects of their business at once. But this is not always a smart idea and can lead to companies feeling overwhelmed and losing their core identity. Instead, ensure that any sustainability projects match your business proposition but will also be welcomed by your target audience. It\u2019s about finding a balance between these two aspects. Because you can have the most sustainable supply chain, but if your product is not desirable or if your prices are not in line with your target demographic your product will, unfortunately, not sell.\u00a0
\t<\/p>\n\n\n\t\tThe triple bottom line\t<\/h2>\n\n\n\t\tIn addition to focusing your energy on innovating the appropriate business aspect, there is a new way for brands to measure their results, it\u2019s called the Triple Bottom Line, commonly known as the 3Ps: people, planet and profit. It\u2019s a measure of sustainability that includes financial, social and environmental performance measures.\u00a0\t<\/p>\n\n