There has been a significant push in recent years for brands to become more sustainable. As discussed in our previous blogs, sustainability can be interpreted in different ways depending on the organisation, but when communicated effectively it can give a brand greater power and differentiation within the market. In this blog, we explore what makes a brand sustainable and how sustainability can strengthen brand value.
In our view, a sustainable brand is defined by the organisation behind it. Sustainability should be relevant to your products, services, and purpose, rather than a generic or one-size-fits-all approach.
For example, a food manufacturer producing low-cost staple products may focus on sustainability themes aligned with UN Sustainable Development Goal (SDG) 2: Zero Hunger, as their core offering already supports access to affordable food. In contrast, a premium food brand focused on nutrition and quality may naturally align with SDG 3: Good Health and Well-Being.
The key point is that sustainability does not require reinventing your organisation. Instead, it involves identifying your existing purpose, understanding where you already create positive impact, and communicating that value in a broader social and environmental context. Many organisations can identify three or four SDGs they already support (or could support with minor changes to their business model) and build their sustainability messaging around these.
Using the example of a lower-cost food manufacturer, such a business might align with the following UN SDGs:
Within these focus areas, the organisation could develop practical action plans or initiatives, such as company-wide food bank donation drives, recruitment strategies aiming for a 50/50 gender split, or working with suppliers to reduce the environmental impact of transport and packaging.
By embedding these actions into a clear sustainability strategy, the organisation can promote the positive steps it is already taking, alongside transparent targets for what it aims to achieve within a defined timeframe. This creates credibility and clarity, both essential for a strong sustainable brand.
Whether selling to businesses or directly to consumers, there is growing evidence that sustainability increasingly influences decision-making.
From a B2B perspective, sustainability now features prominently in tenders and procurement processes. As regulation, reporting requirements, and carbon measurement continue to grow, organisations are placing greater emphasis on the sustainability of their supply chains. A clearly articulated sustainable brand helps businesses remain competitive, compliant, and ahead of tender requirements.
From a consumer perspective, sustainability is also shaping purchasing behaviour. Research by BearingPoint shows that around two-thirds of UK consumers consider sustainability when buying new products. Consumers want to support organisations whose values align with their own. By clearly communicating your sustainability credentials, you reduce the risk of losing customers simply because they are unaware of the positive impact your organisation is already making.
A sustainable brand is a powerful one, but sustainability does not require a complete reinvention of who you are as an organisation. Instead, it starts with identifying what you already stand for, where you already create value, and what issues you genuinely care about.
By aligning your brand with relevant sustainability goals and communicating these clearly to your audience, you promote the organisation as a whole — not just the product or service you provide. In doing so, sustainability becomes not just an obligation, but a source of long-term brand strength and competitive advantage.
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