Brands need to do more than reduce their carbon footprint

They should communicate their initiatives to consumers in a way that will resonate with them.

Research firm Mintel said brands should shift from traditional strategies of focusing on zero-rum sustainability efforts and implement innovations and tangible solutions to climate change as consumers deal with the climate crisis.

In a report, Mintel said consumers recognise that a passive approach to the climate crisis will be insufficient in dealing with climate change-related concerns.

“By highlighting forward-thinking approaches, brands can reframe climate messaging from merely reducing their carbon footprint to actively regenerating and giving back to the world, making the situation less overwhelming and more appealing to consumers,” Mintel said.

ALSO READ: H&M South Asia weaves sustainability, affordability into the fashion scene

“This is increasingly relevant as mistrust of brands’ environmental initiatives is growing, pushing them to openly communicate their practices and demonstrate measurable impact. And above all else, consumers are fully aware that doing nothing is not an option,” it added.

As consumers want brands to hold themselves accountable to their own sustainability goals, companies should communicate their efforts authentically to resonate with consumers instead of leveraging the catch-all “green” terminologies such as environmentally friendly.

For example, Nespresso partnered with small organic farmers in Taiwan to supply them with coffee grounds to enrich their soil. South Korea’s Ministry of Environment also recognised Starbucks Korea’s coffee grounds as a resource that could be recycled.

“Climate inaction will be a costly choice for companies and brands, especially as the effects of the climate crisis become increasingly visible in everyday life,” Mintel said.

“Trust and reassurance will add a new layer to ESG (environmental, social, and corporate governance) initiatives as brands adopt climate adaptability as a core tenet of their business practices,” it added.