Branding and sustainability best practice: The basics

This article shares best practice advice for brands on how to approach sustainability.

Introduction

Havas’ global ‘Meaningful Brands’ survey has indicated for several years a huge disconnect between people’s expectations of brands and their actual experience. The 2021 survey of 395,000 people reveals that 73% believe that brands must act now for the good of society and the planet, but their cynicism is at an all-time high: only 47% of brands are seen as trustworthy, while 75% could disappear and be easily replaced.

At the same time, a gulf still exists between people’s stated attitudes towards sustainability and their actual behaviour. This “attitude-behaviour gap” has been widely documented across countries and categories and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands