A sustainable brand is one that has successfully integrated environmental, economic and social issues into its business operations. Organisations are working on incredible sustainability initiatives… the common challenge is raising awareness to the target audience and getting their engagement.
Fishburners startup Eco Renewable Energy aims to educate, inspire & promote sustainability through interactive innovations of renewable energy. They do this using a range of innovations which are hired out for events & brand activations and installing these permanently into schools, universities, airports & public spaces across Australia & New Zealand.
Raising awareness. People are ready for sustainable brands.
It’s clear that consumers prefer sustainable brands. But without proper messaging to reach your audience and show them what your brand is doing, they will end up with your competitors.
A building may be running entirely on renewable energy, but… occupants still plug their devices into the same wall point and the great sustainability initiatives get forgotten. Eco Renewable Energy provides interactive innovations that are powered either by kinetic (pedalling or jumping) or solar energy and bring sustainable brands to life in an experiential way.
Feedback shows that in buildings with their installed innovations, the occupants’ perception of a sustainable company was significantly higher due to their interaction & engagement. The audience was able to take in new messages attributed to our innovations because of the engaging and interactive nature.
Social challenges.
In recent years as we’ve progressed deeper into the digital age, our culture has steadily decreased their everyday physical movement. Instead we seek comfort in office chairs or sofas with the luxuries of laptops and Netflix.
Eco Renewable Energy therefore encourage workplaces to design a space where occupants feel, see, create and experience renewable energy using their movement. If not workplaces, then event & brand activation setups that educate, inspire and promote sustainability. This will indirectly encourage health, wellness and human movement with active learning for people of all ages – specifically focusing on youth activities to inspire the next generation to think & design sustainably.
A real connection.
The challenge lies in helping CEO’s feel connected to these issues, especially if they don’t see returns from investing in sustainability. This barrier must be overcome first before an organization as a whole can commit to their corporate sustainability & becoming a sustainable company.
The future of sustainability.
The greatest realization brands must make is that sustainability goes beyond caring for the environment. It involves three major aspects — environmental, economic and social – each of which must be taken into consideration for a true sustainability strategy. Finding a strong engaging medium to communicate these key points is essential.
AC Nielsen reports tracked steady growth of sustainability brands with messaging of “All natural,” “fair trade,” “organic”— there are more and more products across stores.
AC Nielsen concludes, “No matter what, sustainability is no longer a niche play: your bottom-line and brand growth depend on it.”
