Small-Brand Sustainability During COVID – Can It Be Done?
7 June 2020
Author: Jasmine Waters
For many of us, the lockdown period has been a time of both self-reflection and self-preservation. However, for brands there is a real possibility of this being a particularly crucial time to speak up in the name of social responsibility. Whether you have an initiative or lack in that area, the effects of either can sway a consumer’s long-term perception of your brand. How can brands seek to maintain sustainable values – and can it be done?
We have never seen any largescale situations like this before, but in the most similar circumstances, we saw consumers seek out comfort from businesses they truly believed in. More than ever, it’s extremely important to be actively listening and transparently addressing customer concerns. Investing in long-term sustainability could be a solution during these times, especially as consumers have a brand-new awareness of being morally conscious. The effort and time that once went into daily tasks that, for the time being, are no longer there can be poured into developing strategies that help your brand thrive in this evolving environment. Many businesses have broader aspirations and plans surrounding sustainability and there’s no reason these can’t be expanded on, moulding products to suit a new mindset.
Can anything really be done at the moment?
There is a real opportunity to adopt sustainability initiatives that blend seamlessly with a brand’s existing digital presence and consumer engagement. Particularly, the ability to be able to introduce a ‘climate-friendly user experience’ with the future integration back into brick-and-mortar consumption. Digitally speaking, there are many ways to do this – for example enabling an opt-in tick-box at checkout that gives customers the option to donate to a sustainable cause. Adopting sustainable business practices and conducting risk analysis of your supply chain can also be helpful, allowing you to review climate and health-related risks in one go. Identify immediate issues that can be potentially modified by conducting data audits, using visualization techniques alongside scenario planning.
We may not currently be at a stage where we can implement sustainability measure as fully as we might like to, but there are certainly significant steps that can be taken in the right direction. When we do finally emerge from this crisis, consumers are expected to have a renewed interest in protecting society again such existential risk, providing the perfect reasoning to work towards anchoring strategy around environmental responsibility.
Image source: https://www.pexels.com/@readymade