What is Sustainable Branding?
Public concern for the environment has steadily increased over the last 10 years, consumers expect sustainability from brands.
As the world becomes more conscious of the impact of business on the environment and society, sustainability is becoming an increasingly important aspect of building a successful and reputable brand.
Sustainable branding can help a company stay competitive in the marketplace by meeting customer demands for products that are environmentally friendly and socially responsible. Indeed, a recent poll found that the sustainability of a brand is an important factor before purchasing an item for a huge 72% of consumers.
However, branding itself hasn’t always been that environmentally friendly – we’re talking about beautiful unboxing experiences full of tissue paper, ribbons and brochures, weighty business cards and deliciously crisp hot foil. As brand designers, these have been things that historically we have loved and recommended; but as we have become more conscious of the impact we can have on the planet, we have committed to learn more, seek better alternatives and reduce unnecessary print and production.
With this in mind, we set about creating a sustainable approach to branding.
How can Branding be Sustainable?
From biodegradable plastic alternatives to ingenious card and paper substitutes (did you know you can even get business cards made from elephant dung?!), innovation in the world of sustainability is constantly helping us discover new materials and better ways of doing things.
Whether its questioning whether printed materials are required to coming up with solutions that are both customer and environmentally friendly, there are many ways in which your branding can be conducted in a way that is sustainable.
Our definition of sustainable design also extends to paying fairly and doing social good where possible – whether that’s using female-founded image libraries or supporting independent font foundries.
Here are our 10 commitments for sustainable branding:
We will:
Always question if there is a lower impact way of doing something
Minimise production of any unnecessary printed elements to avoid waste
Avoid any printed treatments that make the paper unrecyclable (e.g. foil, laminate)
Be careful not to be drawn in by packaging claims that are Greenwashing, and will only recommend solutions that are genuinely environmentally friendly
Use paper stocks that are FSC certified as a minimum, with options to explore alternatives such as Hemp paper or those using reclaimed wheat or cotton
To use carbon neutral website hosting should you choose to create a new e-commerce store with us.
To only use acid-free inks.
Wherever possible, we will choose to support smaller, female & minority owned businesses when looking for fonts, imagery or supplies.
We are committed to exploring new suppliers and innovative products that are brought to market, bringing consumers a positive and on-brand experience without contributing to global waste.
Finally, we will explore all ethical and environmentally friendly options we can in relation to digital carbon footprint.
Overall, sustainable branding is a powerful tool that can help companies stand out from the competition, build loyalty and trust, and reduce their environmental impact. Companies that invest in sustainable branding will reap the rewards of a positive reputation, increased customer loyalty, and potentially even cost savings.
If you’re interested in sustainable branding and design for your business, we’d love to hear from you!