Truth: Your business has a role to play in creating a better future for everyone.
In 2022, brands can no longer distinguish themselves solely through the lens of a great product, they must align their brand values with their consumers.
In a study conducted by IBM Institute of Business Value, nearly 6 out of 10 consumers stated they’re willing to change their purchasing habits to help reduce negative impacts on the environment.
So, how can we as business owners approach these consumer demands?
Here are 3 key strategies you can implement to connect with the conscious consumer and build an impactful brand.
1. Develop a strong and deeply rooted foundation.
A brand is much more than the identity we give it. Behind the visuals, we find its strategy, and the key components that make a brand unique.
To paint a lovely visual…
Tree roots are essential for a tree’s survival. They need proper space, footing, and nourishment to grow. Under the surface, the roots operate out of sight, mainly influencing the success of the tree canopy.
Like trees, brand Roots operate behind-the-scenes, out-of-sight but certainly not out of mind. Knowing your purpose, values, and vision sets the groundwork to build a strategic symbiosis of brand strategy, visual direction, and sustainability.
And what’re we hoping for with all this?
A reputation for being authentic, successful, and long-lasting.
2. Visualize your brand within a greater ecosystem, connecting with living and nonliving elements.
Arguably the most essential piece of your business is the people – customers, stakeholders, employees, audience, and consumers. But even as we start to witness the rise of human-centered brands, the symbiosis between us humans and our planet is often overlooked.
Human-centered brands operate from a place of empathy, showcasing their brand values to form meaningful connections with their audience. Eco-centered brands consider the environment a prominent stakeholder in their business model.
Why not have both?
Every interaction and brand touchpoint is an opportunity to humanize your brand and showcase the values you choose to uphold as a business. Thinking about your brand as if it were a living system allows you to create a mutually beneficial relationship with your customers from the beginning to the end of their journey.
3. Embed regenerative practices into your business model.
For so much of our human existence, business has focused heavily on profit disregarding the importance of protecting people and the environment.
Wall Street would say…
Profit + Profit + Profit = Successful Business
The latest Intergovernmental Panel on Climate Change (IPCC) Report, shares the climate disasters happening around the world – right now – are causing irreversible damage. And global warming is set to exceed the 1.5C benchmark unless immediate and large-scale changes are made.
Given that our earth only has a finite amount of resources, “business as usual” will not sustain itself. We must consider ways that business can positively impact society and the environment. And with this, I’d like to introduce an updated model for business success inspired by John Elkington’s Triple Bottom Line Framework:
People + Planet + Profit + Purpose = Successful + Impactful Business
As John Elkington states in his Triple Bottom Line framework, profit cannot exist in a vacuum, and social and environmental impact must be evaluated to know the true cost of doing business.
The way forward
It’s true, there’s doom and gloom almost everywhere we turn but your business has an opportunity to make significant strides towards a regenerative future.
If you’re ready to elevate your brand ecosystem, connect with your conscious consumers and differentiate as a truly purpose-driven brand, let’s connect!