Can brands stay true to their sustainable values?
Sustainability has become a major societal topic, encompassing not only environmental aspects but also human and societal problematics. Communicating on those trending topics could lift your brand identity or damage it if not handled properly. Holistic thinking and fact-based strategies are the keys to any real sustainable communication. Here is why.
"Nature or nothing – the new electric vehicle generation, it’s already here"
In the summer of 2022, Mercedes launched a new advertising campaign featuring this slogan, matched with depictions of its iconic logo formed using images of nature such as the veins of a leaf, bees buzzing on a honeycomb or the petals of a rose.
A strong message that almost immediately backfired as it was hijacked by London-based sustainability review platform WhereFrom. Denouncing the environmental claims of Mercedes, who has, in the past years, been entangled in several lawsuits for cheating on emissions tests, WhereFrom published a different version of the campaign. This time around, the Mercedes logo was recreated with images depicting natural disasters: an oil spill, shattering ice, drought cracked earth… The parodied text read: “Nature or nothing – Climate change. It’s already here”. Next to a green ‘stop the wash’ sticker.
A strong message that almost immediately backfired as it was hijacked by London-based sustainability review platform WhereFrom. Denouncing the environmental claims of Mercedes, who has, in the past years, been entangled in several lawsuits for cheating on emissions tests, WhereFrom published a different version of the campaign. This time around, the Mercedes logo was recreated with images depicting natural disasters: an oil spill, shattering ice, drought cracked earth… The parodied text read: “Nature or nothing – Climate change. It’s already here”. Next to a green ‘stop the wash’ sticker.
It's not easy being green.
How did the Mercedes campaign fail? This kind of minimalistic and almost ingeniously simple concept is often seen as the holy grail in advertising. The execution was pristine, the art direction flawless and the copy quite strong. But the creative process was short-sighted, focussing purely on the product. It lacked any broader reflection on how it would serve, or not, the whole brand or how it would help the consumer to live a more sustainable life.
A car company identifying with nature is already a questionable choice when automobile production and traffic are widely known to play a major role in global warming. But the main problem was obviously the lack of humility and honesty of a single campaign that didn't root in the brand values or strategy of Mercedes.
A car company identifying with nature is already a questionable choice when automobile production and traffic are widely known to play a major role in global warming. But the main problem was obviously the lack of humility and honesty of a single campaign that didn't root in the brand values or strategy of Mercedes.
As appealing as it might seem, a standalone ad campaign will most probably fail to ‘paint you green’.
Incorporating your sustainability creeds and promises into your general brand story is a safer and stronger strategy. It lets you to give any of your environmental commitments their proper place in your messaging hierarchy – without overreaching to bigger claims. In doing so, it helps promote your achievements in a more effective way, and convey how your brand can help the consumer live a more sustainable life.
Furthermore, any sustainability claim should be backed-up by facts and by a real structured model. To put it plainly, if sustainability is not in your DNA, don’t try and pretend you are saving the planet. Greenwashing is lurking just around the corner, waiting to not just nullify your communication efforts, but possibly damage your image, as well.
Furthermore, any sustainability claim should be backed-up by facts and by a real structured model. To put it plainly, if sustainability is not in your DNA, don’t try and pretend you are saving the planet. Greenwashing is lurking just around the corner, waiting to not just nullify your communication efforts, but possibly damage your image, as well.
"Brands have the power
to drive change."
Katelijne Van Loo ↗ - Sustainability expert
“Marketing is a strong tool to inspire more sustainable lifestyles and change consumer habits. So, indeed, the rule is to be honest but don’t be afraid to show that you have started your journey. I strongly believe that every step is a positive step, and keep in mind that no brand is perfect at this point.” adds marketing & sustainability expert Katelijne Van Loo.
Don’t put all your (branding) eggs in the same basket.
What about companies whose core business is an actual sustainable product or solution? Should they invest all their efforts on it when it comes to communication and brand strategy? “Quite the contrary”, says Kurt De Vlieghere, founder of SKINN Branding Agency. “Nowadays, sustainability is an expected if not mandatory commitment in every economical sector. It is no longer a sufficient distinctive factor in the eye of the consumers. Using it as a foundation to empower the other positive sides of a brand offers more interesting options.”
"For Ecospencer, a young company who designed a real sustainable zero emission alternative to classic dispensers, we developed a brand strategy consciously not 100% centered on their environmental assets. Instead, we integrated those sustainable elements into a larger story, using metaphorical ways of communicating transparency and cleanliness."
Kurt De Vlieghere - Co-Founder SKINN BRANDING AGENCY
Sustainability is much more than eco-friendly policies. The United Nations have established a framework defining the 17 sustainable development goals (SDG) that every country, institution, or company should take into account. Defending gender equality, promoting peace and justice, reducing inequalities, suppressing hunger, fighting poverty, and providing decent work…
All those aspects should be taken into account when communicating on sustainable claims. In the end, supporting change will not only empower your brand image, it will also make the world a better place.
For real this time.
All those aspects should be taken into account when communicating on sustainable claims. In the end, supporting change will not only empower your brand image, it will also make the world a better place.
For real this time.
