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We hear this year’s Sustainable Brands Conference was super successful. There’s no doubt lots of great progress being made by corporate America!

Great Brands Don't Just Happen

According to industry leading brands.. here are (3) takeaways you should consider if you want to build a more sustainable business and brand

1. Start adding social purpose to your brand sustainability initiatives

Kirti Singh, VP of Analytics and Insights at P&G spoke passionately about this. We’ve all pondered about what our brands “do for people” and how they “make people feel”. The notion of how our brands make society better is an increasingly important conversation in consumer product industries.

We highly encourage all of our brand clients to integrate “social sustainable purposeful practices” as integral components of their business models, considering a brand’s physical, personal and societal benefit.

Social sustainability surrounds your brand with passion and purpose, creates your story, creates conversations around the table, and creates stronger connections with consumers and your employees.

As part of our inside-out sustainability approach, we help clients develop and implement their socially sustainable partnerships including using ocean 🌊 collected plastics back into products, developing sustainable collaborations around shared causes like “Lives Per Pound” using plastic waste to make products like water filtration systems that to save lives in developing countries.

When social purpose connects with functionality and consumer value, that’s the real grand slam! As example, Cold Water Tide uses less electricity (which results in lower carbon impact with every load of laundry), and actually goes easier on clothes ensuring they last longer. This multi benefits us consumers, our clothes get clean, they last longer and we lower our impact on the planet. Functional + Societal + Emotional benefits. Yeah! Let’s buy Tide!

2. Sustainable brands advocate with other brands

David Grayson, Chris Coulter and Mark Lee have created a framework and a book called All In: The Future of Business Leadership. The framework is this: Purpose, Plan, Culture, Collaboration, Advocacy.  It’s a fantastic read.

We’ve been preaching for a long time that brands with a strong social and sustainable purpose are the ones that will thrive in the future. There’s plenty of research to substantiate this, which is why leading Brands including Proctor and Gamble and Nestle have been changing their culture as socially sustainable companies that care about our environment and us consumers.

3. Sustainability and consumer communities have embraced the false narrative that “plastic is bad” when in fact “plastic is vital”

We have been deeply-passionately involved in plastics, recycling, sustainable raw material, packaging optimization, sustainable technology, and circular eco supply chain collaboration for 20+ years..

We are proud to have helped many clients and supply chain partners to achieve significant sustainability enhancements including zero plastic waste.

For all us involved in the supply chain of Plastics and Sustainability.. it’s more vital than ever that we get active, get diligent, get involved in circular sustainability, collaborate, and change the conversation from “plastic is bad” to “plastic waste is bad.”

Plastic is vital! As example, transportation industries from trains, planes, and automobiles (great movie 😀) use plastic to get lighter and more fuel efficient. Food lasts longer with less waste in distribution, on retail shelves, and at home using plastics. There are literally thousands of applications where plastics make sustainability possible. Even single use plastics play a vital role in our lives and towards sustainability.

That said … we MUST all work together to solve the plastic disposal and ocean debris crisis!!! It’s real. Plastic and micro plastic waste is a catastrophic problem we as a plastics, recycling, and sustainability community must help STOP.

Unfortunately or perhaps fortunately, as the “ocean plastics” issue gets talked about – and its talked about often.. attitudes perpetuate the notion that all plastics are bad. WE as sustainability service providers and sustainability brand marketers MUST CHANGE THE NARRATIVE from Plastic = Bad to Plastic Waste = Bad.

To learn more about strategies and steps you can take over time to become a sustainable company and brand, contact GearedforGreen – Daniel Schrager, President, GearedforGreen 888-398 (GEAR) 4327 info@gearedforgreen.com, www.gearedforgreen.com  

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