What does Lance Armstrong have to do with sustainability branding you ask? Well, just about everything. When news of the 7-time Tour de France title holder and Olympic champion’s doping scandal hit, there was not just the expected uproar, but a disproportionate amount of disbelief, horror and pure heartbreak around the world.
It was probably worse than your average first break-up because there was a higher-purpose associated to the Lance Armstrong brand – with his Livestrong Foundation that was a symbol of community and hope for millions of cancer survivors. So, when the fall from grace happened, there was no looking back, the brand was dead.
The environmentally conscious consumer is much the same – a deeply passionate creature, and not very forgiving. It has long been established that brands adopting a stance that reflects a strong purpose face a higher level of scrutiny – emphasising the need for authentic marketing practices to support the prosocial shared values of consumer and organisation (Vredenburg et al., 2020).
When a consumer is making a cost-based purchase alone, they are conscious of the trade-offs and don’t have higher-order expectations from the brand. However, a sustainable shoe brand is not only selling a pair of shoes. The customer’s self-image is intertwined with the sustainability story, which is why they have gone through hoops to choose your brand in the first place
Brands must realise that they operate in an environment where it is not all that easy for the consumer to shop sustainable. Truth be told, it is a rather difficult exercise for the ordinary consumer to find sustainable alternatives, there might be a longer than normal delivery time, it is a highly time-intensive affair to identify the right brands, the available choices might not be the most cost-efficient, and sometimes, there might not even be a direct self-benefit.
So, it is imperative for sustainable brands to respect that and live up to the Authenticity Challenge – to make a claim, to pursue that claim relentlessly and, importantly, show that you are living your promise.
Used to be that green was the colour of envy. Now every category from cosmetics to fashion, sports shoes and coffee, carries a hint of green. Green packaging, green petrol, Greenware laptops, and bowls for pets made with a rice-husk bio composite! We’ve gone from organic and recycled, to eco-friendly and sustainable and now to zero-waste, carbon-negative and fair-trade. Brands are outdoing themselves in making sustainable claims, but they need to work equally hard to ensure that the customer understands where they stand on the green spectrum, and that there are adequate mechanisms to display their authenticity.
While it is relatively easy for shirt-brands using recycled polyester and handbag brands made with upcycled tyre tubes to claim the green badge, it is a little bit more complicated for those that are creating more indirect benefits to the environment and have non-consumer facing sustainability built into their value-chains. If your purpose is clear, then navigating the Authenticity Challenge effectively has a few key components:
Clarify how much you can do now, and what your ultimate goal is. Whether it is via repairs, resales, or take-back programs, third-party certifications, audits, or getting creative with user-generated content, think about the mechanics with particular care. Remember you have to engage in a dialogue with the consumer not just for one purchase, but to create repeat purchase and brand loyalty.
Invest in clear, accessible storytelling that offers tangible proof of how sustainability is integrated into every aspect of your operations, from sourcing to production to end-of-life product management.
Explore how you can engage with your audience on an ongoing basis by creating platforms for dialogue and facilitating community-building around shared values. This approach not only strengthens brand loyalty but also empowers consumers to become active participants in your sustainability journey.
Finally, help consumers develop a deeper understanding of sustainability issues and encourage conscious consumption habits. This shows that your values are intrinsically aligned, and in the process, creates a virtuous cycle that benefits all.
Today when the consumer pretty much owns their own media and can see through all the green-washing, the message is clear: one need to find ways to meet the Authenticity Challenge, because, just like Lance, in today’s uber-competitive landscape, it’s not likely that you’ll get a second chance.
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