Is it only me or do some of you also have the impression that some brands are taking their time on the way to more sustainability and purpose? Meanwhile, even the last company has understood that these topics should be on the agenda (or at least their marketing calendars), but how serious are they really on their mission to contribute to a fairer and healthier environment?
According to the recently published report “Driving Consumer Behavior Towards Sustainable Lifestyles: 2020-2021 Socio-Cultural Trend Report on Consumer Sustainability Intentions & Actions” sustainable aspirations have entered the mainstream, with 96% of US consumers engage in sustainable behavior by trying to protect the planet, its people, and its resources. The public expectations of a company have never been greater. They must not only deliver financial performance, but also demonstrate how it makes a positive contribution to society.
Never before have we seen so many companies jump on the same topic in such a short space of time. The news on new sustainability campaigns and goals are rolling over and over again. This is great, and yet here and there the impression of green and social washing remains.
Companies should take the enormous expectations that are now rolling on them very seriously, also with regard to the power of new target groups. And they should put these topics at the top of their branding agenda – and not just the marketing calendar. It is not unlikely that some will end up being run over by a train of completely different speed and force.