Nowadays, the concept of sustainability is something that everyone has at least heard once. Indeed, since a few years, we can see it on many products or service like electric cars, recycled and reusable items… It is now part of our lives. This trend appeared some while ago when the world realized how big and serious were our environmental issues: pollution of air and water, waste, green gas effects, global warming, etc.
The environment is now one of our primary priorities and many companies are now “turning green”. In other word, we can definitely say that the idea of a better and greener world influences companies to review this concept into their corporate systems. They cannot act like they have always done it in the past and a change must me applied.
Therefore, the company has to modify or review its brand strategy in order to join the sustainable movement. This can be realized through many marketing application like: communication of sustainable efforts and their outcomes in advertisements, products packaging, writing corporate sustainable report to inform customers and suppliers, promotion… This way it will certainly bring some recognition to the brand and appeal clients that are concerned. The company can grant a great competitive advantage due to the increase of sustainable brands on the market. I would think that a company overlooking the importance of sustainability is a company that will definitely fail within few years. The customers needs have changed and some characteristics are now essential to the purchase: the provenance, the conditions of work, the chemical products, the ingredients, the rate of pollution, etc. By becoming more responsible, the brand value will certainly increase its performance and the way customers see it. For instance, many clothes brands are opening a sustainable branch. The case of H&M is interesting. This brand was known as to have really bad work conditions around the world and the quality of their clothes was not good at all. Somehow, they decided to create “H&M Conscious” where they product in a more ethical way.
“At H&M, we have set ourselves the challenge of ultimately making fashion sustainable and sustainability fashionable.”
Karl-Johan Persson, CEO
An expression that I found really relevant in the article was “ sustainability is a passport to a secure future”. It shows how humanity needs this change of behavior and how companies must follow this path in order to stay competitive.