Branding as we knew it isn't enough - brands need to take a stand

The world is changing and with it our understanding and tolerance of global capitalism. Companies have been under observation for quite a while. A few years ago, a good product was sufficient for success, but this changed. Today correct behaviour is expected on top. Corona is only boosting this expectation. Companies must act carefully and take a clearer position. Otherwise, protests and boycotting threaten.

What does that mean for brands? Lately, branding has been talking about the big Why and a brand’s purpose a lot. But purpose itself isn’t enough. The purpose is the basis but it needs to be pushed further into clear actions that have an impact on a social, economic, environmental, or political problem outside of a brand’s core business. Actions that help to change mindsets and enable social or policy change.

Carlsberg snap pack: the industry’s revolution to minimise plastic waste

Take Carlsberg as an example: They invented a new version of the six pack where cans are glued together instead of being stuck in a plastic frame. This reduces the use of plastic drastically and the best is, they’ve opened up their innovation to their direct competitors to do the same thing.

Nike’s platform for more sustainability in the apparel industry.

Or take Nike’s Circular Design Guide: An open source sustainability guide that provides the apparel industry with a toolkit and workbook for more sustainable practices.

Patagonia, the Activist Company: “the protection and preservation of the environment isn’t what we do after hours. It’s the reason we’re in business and every day’s work.”

Or Patagonia action work: A digital platform that connects users to local activism opportunities in the categories of land, water, climate, communities and biodiversity.

Brands have a moral obligation. They want their customers’ trust. Trust is power but with trust comes responsibility. For too long responsibility about consumption was lying on the consumers’ shoulders. It’s time to extend producer responsibility. The Edelman Trust Barometer shows that consumers expect brands to take action in social or environmental issues that are not directly linked to their business. Consumers who are disappointed are likely to walk away and a lot of them will never come back. So taking no action is by far more riskier for a brand than taking a stand. Examine who you are as a brand, why you exist and where you have an ability to make a difference.

It’s never too late to make genuine impact and be a force for good. We’re here to help you do so.