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The sustainability challenge is taking off.  If you are in business and want to stay there then ‘sustainable business practices’ is likely to be top of mind for you.

Some businesses find it’s too big, complicated and difficult to tackle sustainability but others are taking it seriously and changing their thinking and practice to embrace the concept in their business.

What is sustainability?
Sustainability is not one action: it’s a journey encompassing energy efficiency and waste minimisation, safe products, mega efficient products, and socially sustainable products.  And the list is growing.

How do brands fit in?
Brands frame our understanding of the world.  Brands are ideas with names on them.  They carry information, context and purpose from one person to the next.  Brands drive relationships and relationships release knowledge.  Knowledge creates insight and insight drives innovation.  In turn, innovation drives transactions and transactions create value, which reframes the brand and so on.

Susatainablity is becoming a new point of entry into the market for companies and brands that wish to be competitive in the coming years.
A few businesses have already started to embrace sustainability as a framework for driving growth, increasing shareholder value, heightening stakeholder satisfaction and protecting and strengthening their brand reputation.  This essentially means that they have started to look for new approaches to innovation and to attract and keep consumers  that go beyond 'technology push' or 'market pull' to address both.

How we relate to each other and choose one product or service over another is conditioned in part by brand affinities.  Brands help set the terms of collaborations and mutual expectations.  If knowledge is to be turned into insight and lead to smarter decisions, then responsible brands must be there to guide and inspire us.  COMMONSENSE ORGANICS, KATE SLYVESTER and UNTOUCHED WORLD are examples.

So what can you do if you have headed on the path to sustainable business?  Start by looking closely at your brand. What does your brand suggest to customers?  If it does not suggest or tell your customers about your business’s commitment to sustainability, you may need to consider how it could.

One possibility would be to use a tagline that sends a ‘sustainable’ message.  Or you could look to adopt a logo that is recognised as meaning ‘eco-friendly’ or ‘sustainable’.  Depending on your business, possible choices include the FAIR TRADE logo and BIO-GRO logo.  You will likely need to first meet certain requirements or get permission to use these logos.

Transparency is essential to creating a sustainable brand.  You must walk the talk in everything you do otherwise you risk the credibility of your brand.

Simple things you can do include identifying what you are doing in your business to be environmentally responsible and where there are opportunities for new initiatives.

Tell the world what you are doing.  Promote your good work by having this information easily available.  One way to do this is to have a section on your website dedicated to environmental issues that are important to your business.  Another way is to produce a flyer (on eco-friendly and recycled paper naturally) and include this with all sales of your product.

Think carefully about the communication channels you use to get your message across to consumers.  Can electronic or new media technologies be used instead of print to cut down paper?

Keep databases up-to-date.  Ensure your promotional or marketing campaigns are well targeted and save trees and money.  If printed materials are necessary, use environmentally friendly papers and vegetable inks where possible.

Only say what is true
It is important what you say is true.  Creating an impression that you have adopted sustainable business practices if you haven’t can get you into trouble.  The rules set out in the Fair Trading Act are clear.  Any statements that you make about your business practices or product must not mislead or deceive customers.

And remember representations are not limited to what is written in advertisements or on your website but also statements made in the media.  If you cannot back up your claims about why or how your business is “sustainable” then don’t say it.  If in doubt leave it out.

The way forward
Developing a brand built on a platform of sustainable business practices can provide opportunities and benefits that make the effort worth it.  As well as protecting the planet, you can distinguish your brand from your competitors’ brands too.

An edited version of this article was published in Her Magazine April 2008

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  Corinne Blumsky

  Partner