Smart Brands Can Help Save Our Planet.
Once upon a time, making sure your company didn’t get slapped with environmental violations, kept its name out of the papers, and did a reasonable amount of charitable giving was considered responsible corporate behavior. Most companies viewed all of this as good risk management and reputation protection. Only niche companies with green products had to go beyond that level of environmental and social performance. That was yesterday. Today, achieving the highest levels of environmental and social performance is an essential part of building competitive advantage and long-term business value. that was yesterday.
Welcome to the 21st Century.
The most forward-thinking, best-performing businesses understand that the planet’s resources are limited, that our footprint is growing exponentially and there are real costs associated with environmental and social degradation. Most importantly, they understand that more people care about socially and environmentally responsibly behaving brands — millennials expect it and have much greater affinity for brands that they believe are genuinely concerned about the future of our abused planet.
It’s not just good for your brand. More enlightend businesses recognize that today, greater business value is created by operating in ways that are the most environmentally and socially sustainable. That’s why leading corporations across a wide range of sectors are integrating sustainabilitystrategies into their overall business strategies. More startups are born with these principles bakes in. But leading legacy brands in every sector understand the sustainability imperative. The list of companies embracing sustainability as their path to the future grows virtually by the day. These leading enterprises also understand that because brand value is becoming an increasingly bigger part of their business’ overall value, aligning brand strategies with business strategies is the way to get the most out of both.
A brand’s value grows when it reflects the values of all stakeholders. As the issues surrounding sustainability become more relevant and important to a growing number of consumers, investors and employees, sustainability becomes an ever-expanding space for building a values-based relationship with these stakeholders. The goal is finding and reflecting the values inherent in sustainability to build brand value.
• Consumers are increasingly more sensitized to the issues surrounding sustainability. What they know about a company’s environmental and social behavior impacts their opinions, preferences and choices more every day.
• Employees want to know that they work for a company that does well by doing good. The right kind of internal communications can keep them inspired, powerful brand ambassadors.
• The best talent is attracted to companies with the best strategies for innovation and sustainability.
- Investors understand that a company with high sustainability performance is likely to be a company that will deliver long-term financial performance
The world is moving fast. And for large organizations change is never easy. In that dynamic the link between sustainability strategy and brand strategy is often missed.
That can mean lost opportunity. A company that commits to sustainability strategies is throwing away a good portion of that value by not enabling their brand to get the full measure of reputational credit. SkyBlu has the resources to help organizations identify sustainability strategy opportunities and develop those strategies in alignment with brand goals.
By aligning sustainability strategies and brand strategies, businesses can improve the performance of both. Ways into creating that alignment include:
- Brand and Communications Audits
- Stakeholder Engagement and Attitude Research
- Brand Positioning and Planning
- Communication Strategy Development
- Creative Development in all media platforms
To learn more about how organizations can integrate sustainability strategies and brand strategies, contact Roger Weller @ firstname.lastname@example.org