In a world where sustainable design often gets a bad rap, it's time to rethink the 'beige plague' and explore the key to authentic eco branding. I recently had the pleasure of chatting with Anna Öhrling, co-founder and CEO of Onward, a creative impact agency, about this very topic. Anna's insights shed light on why sustainability should be at the heart of brand strategy and how to avoid the pitfalls of bland, forgettable design.
The Problem with Beige
Beige sustainable design, with its generic green leaves and recycling symbols, is a shortcut that many brands take. However, as Anna points out, this lazy approach can harm a brand's credibility and, with stricter regulations, may even lead to accusations of greenwashing. This phenomenon arises from a lack of experience, strategy, and effective communication within brand teams.
Examples of Success
Let's take a look at some brands that are nailing sustainable design:
Norrsken's Open Letter
Norrsken's campaign for the electrification of Europe's energy supply is a prime example of disruptive branding. With their catchy slogan, 'Make Europe the Electro Union,' they've created a unique brand world that taps into Europe's electro scene. This approach has not only gained attention but has also driven signatures from notable companies like H&M and Oatly.
Decathlon's No Tent Left Behind
Decathlon, a mass brand, has an impressive commitment to circularity. Their campaign, 'No Tent Left Behind,' addresses the issue of abandoned tents after festivals. By offering to buy back and recycle or resell tents, they've created a brand identity that speaks to a specific audience while building trust and sustainability into their business model.
WWF's Instagram Presence
WWF's Instagram page is a beautiful ode to the natural world. By breaking away from the typical beige NGO communications, they've embraced the variety and beauty of nature. The design is a refreshing change and a great example of how sustainability can be visually appealing and engaging.
The Importance of Sustainability
In today's uncertain and untrustworthy world, sustainability offers brands an opportunity to counter these anxieties. It's a chance to build trust and demonstrate long-term thinking. However, as Anna emphasizes, trust is fragile, and brands must back up their sustainability claims with transparent actions and consumer benefits.
Common Pitfalls
Many brands fail to consider the consumer benefit of their sustainability actions. They make claims but don't explain how these actions improve the consumer experience or align with their values. This is a critical mistake, as it misses the basic principles of marketing and can turn consumers off.
Pivoting for Engagement
To create engaging sustainable design, brands should:
- Develop a comprehensive sustainability strategy.
- Treat sustainable design with the same respect and resources as brand design, while adhering to greenwashing regulations.
- Find and retain individuals who can bridge the gap between brand and sustainability.
Avoiding Greenwashing
Authenticity is key. Brands should ensure that any sustainability communication is credible. Onward's Credibility Compass is a valuable tool to steer clear of greenwashing. It's essential to identify specific areas where a brand can make a meaningful impact and then communicate this impact effectively.
Misconceptions
The idea that sustainability is out of touch with consumers is a misconception. People are asking for brands to be more useful, aligned with their values, and take action. The Decathlon example showcases how a brand can thrive by making circular practices beneficial to consumers, their business, and the planet.
Final Thoughts
Sustainable design is an opportunity for brands to grow trust, relevance, and memorability. It's time to move beyond the beige and embrace authentic, engaging eco branding. As Anna and Onward believe, the potential for positive change is immense, and it's up to brands to seize this opportunity.
