Last year, the globe broke through the 1.5 degree climate increase barrier that was set in Paris to better preserve the planet. At a time when purpose washing and greenwashing is preventing progress, at Creative Equals’ Rise conference, Eleanor Thornton-Firkin, Head of Creative Excellence at Ipsos and Samira Brophy, Senior Director, Creative Excellence UK at Ipsos shared the importance of reframing sustainability to make progress. Progress takes patience.

“Sustainability feels like it has been on the back burner,” said Thorton-Firkin. She continued:  “Instead of retreating from sustainability, we need to reframe it so it can become a platform for effective marketing.”

Play the long game

Ipsos data shows that people continue to see ESG as ‘political football’ rather than a genuine priority. In this environment the pair urge brands to look at climate communications with three key focus areas in mind in order to help people take sustainability more seriously: planet, brand and people.

While we already have the technology to solve the climate crisis, we need to reframe the crisis to make people take action. “It’s not about saving the planet, it’s about saving your business and the context in which it needs to operate,” says Brophy.

Ipsos data shows that environmental concern is rising, but consumers’ willingness to do something is reducing. In this ecosystem the duo urged the audience to play the long game. Sharing that instead of looking at short term profit, it is important to note ‘ESG builds brand equity’ over time.

Pointing to the example of toilet roll brand ‘Who Gives A Crap’ as a business successfully playing the long game. Funny loo jokes and attractive packaging underline how sustainability communications can be fun. But it’s not just the smaller sustainable brands who can have an impact, Carrefour’s Black Market campaign spotlighted ‘illegal fruit and veg’ to change EU law to defend biodiversity and create a more sustainable industry.

Breaking barriers to sustainable choices

Ipsos research underlined the key barriers to sustainability. These include the cost of living crisis, with 42% of people thinking it is too expensive. While 32% didn’t know which products were sustainable in the first place. 

With these statistics in mind the duo reminded the audience that labeling is essential. The industry needs to be clear and address people’s needs.

“Simply talking about sustainability won’t make your advertising more effective,” says Brophy.  She continues: “It is not a driver of creative success.” Instead, she shares that brands must find what it is that's important to people within a problem. For example, think about the effects of chemicals in products, what is the impact on people or animals? Find what people care about and offer a solution.

Yeti’s anti-single-use plastic campaign, 'For every single use’ didn’t just talk about the environmental impact of single-use plastic; it showed that it is not as durable for consumers. By showing the benefit for audiences, the campaign showed that being more sustainable has benefits for people beyond protecting the planet.

Sell the sizzle, not the sausage

“If you don’t show up as yourself, it makes it easier for people to ignore what you have to say” says Brophy. She urged brands to: “create the conditions for empathy”.

Sustainability may not be a driver for demand, depending on what category your product exists and so brands must consider their message based on their position within the landscape. For example, beer brands such as Corona focus their sustainable coms on areas like the environment as the product relies on preserving nature. The focus fits because it is authentic to the product and the brand.

“Put on a great show and make sustainability, cool, aspirational and exciting,” adds Thornton-Firkin. Advertising has the power not only to reflect society, but to shape the world we want to live in. Don’t retreat, reframe.

Photo Credit: Bronac McNeill

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