Introduction

Sustainability is a hot topic these days, and for good reason. It's important for the environment, it's good for business, and it's something that consumers are increasingly interested in.

How can you measure the sustainability of your brand?

The term "sustainability" gets thrown around a lot these days, but what does it really mean? And how can you measure the sustainability of your brand? There are a number of ways to measure the sustainability of your brand. Here are just a few:

1. Environmental impact

How much waste does your brand generate? How much energy does it consume? What are the carbon emissions associated with your products or services?

2. Social impact

What are the working conditions like for the people who make your products? Do your products or services have a positive or negative impact on the communities in which they’re used?

3. Economic impact

Is your brand’s business model sustainable? Do you pay your employees a living wage? Do you source your materials from sustainable suppliers?

4. Governance and transparency

Do you have rules and policies in place to make sure that your brand is run in a way that is good for the environment? Are you transparent about your sustainability practices?

5. Brand reputation

What do people think of your brand? Do they see it as a force for good? These are just a few of the ways you can measure the sustainability of your brand. What’s important is that you take the time to consider the impact of your business on the world around you and make an effort to operate in a sustainable way.

What are the benefits of a sustainable brand?

It’s no secret that consumers are becoming more aware of the environmental and social impacts of the brands they buy from. And they’re demanding that businesses do better.

As a result, sustainable brands are not only good for the planet—they're also good for business. Here are just a few of the benefits of running a sustainable brand:

1. You’ll attract more customers

As we mentioned, consumers are increasingly interested in buying from sustainable brands. In fact, a study by Nielsen found that 66% of global consumers are willing to pay more for products and services that come from companies that are committed to positive social and environmental impact.

What’s more, sustainable brands tend to be more trusted than their non-sustainable counterparts. A study by Edelman found that 61% of consumers are more likely to trust a company that puts sustainability at the heart of its business.

So, if you want to attract more customers and build trust with your target audience, making your brand more sustainable is a great place to start.

2. You’ll improve your reputation.

Sustainability can help you build a better reputation with the customers you already have as well as attract new ones.

According to a study by Cone Communications, 89% of consumers say they would switch to a brand that is associated with a good cause, given comparable price and quality. So, if you want to improve your reputation and stand out from the competition, being a sustainable brand is a great way to do it.

3. You’ll boost your bottom line

It’s not just customers who are interested in sustainability; investors are, too. In fact, a study by Merrill Lynch found that sustainable investments outperformed the market by 3.5% between 2014 and 2016.

What’s more, sustainable businesses tend to be more efficient, which can save you money in the long run. For example, by investing in energy-efficient equipment. You can save on your energy bills, and by implementing sustainable practices, you can cut down on waste, which can save you money on materials.

In other words, being a sustainable brand is not only good for the environment—it’s good for your bottom line, too.

4. You’ll attract and retain the best talent.

Sustainability is important to employees, too. In fact, a study by Net Impact found that 87% of millennials would take a pay cut to work for a sustainable company.

What’s more, sustainable businesses tend to be more attractive to top talent. After all, who wouldn’t want to work for a company that’s making a positive impact on the world?

So, if you want to attract and retain the best talent, making your brand more sustainable is a great way to do it.

5. You’ll reduce your environmental impact

Of course, one of the biggest benefits of being a sustainable brand is that you’ll reduce your environmental impact.

There are a number of ways to do this, but some of the most common include investing in renewable energy, using recycled materials, and implementing energy-efficient practices.

Not only is reducing your environmental impact the right thing to do, it’s also good for business. After all, consumers are becoming more and more interested in buying from brands that have a minimal impact on the environment.

So, if you want to make your brand more sustainable, there are a number of benefits you’ll enjoy. From attracting more customers to improving your bottom line, being a sustainable brand is good for business.

The challenges of brand sustainability

There are many challenges that brands face when it comes to sustainability. Here are just a few:

1. Keeping up with the pace of change

In today's digital world, the pace of change is incredibly fast. Brands need to be able to see what's coming and be flexible enough to make changes when they're needed. This can be a challenge, especially for larger brands that are less agile.

2. Managing reputation

In a connected world, reputation is everything. A single negative review can spread like wildfire and do serious damage to a brand. This makes reputation management a critical part of brand sustainability.

3. Maintaining customer loyalty

In a world of constant change, it can be hard to keep customers loyal. Brands need to work hard to create an emotional connection with their customers and give them a reason to stick around.

4. Attracting new customers

As the world changes, so do the needs and wants of consumers. This means that brands have to change their marketing and advertising all the time to keep getting new customers.

5. Standing out in a crowded marketplace

There are more brands than ever before, which makes it hard to stand out from the crowd. Brands need to find their unique selling proposition and make sure that their marketing communicates that USP loud and clear.

These are just a few of the challenges that brands face when it comes to sustainability. But, by understanding these challenges and taking steps to address them, brands can build a foundation for long-term success.

Conclusion

Brand sustainability is the ability of a brand to remain relevant and profitable over time.

A sustainable brand is one that has a clear purpose and identity, is able to adapt to changing circumstances, and has a loyal customer base.

A sustainable brand is also one that is able to create value for all stakeholders, including shareholders, employees, and society at large.

Takeaways

• Focusing on customer needs and wants
• Continuously innovating and improving products/services
• Building a strong and loyal customer base
• Developing a strong brand identity
• Maintaining a good reputation

We are a South African software start up, and would appreciate a Share of this information if you found it helpful <3

Share on Share on

Tweets by puzzlcat