With COP28 taking place in UAE this month, we asked people for their opinions if all brands had to show their environmental side.
Given the current landscape, the multiple yeses come as no surprise. However, we also saw few noes.
Earlier this year, even Unilever’s new CEO Hein Schumacher said purpose is not relevant to every Unilever brand.
Here’s the second part of what all the industry experts had to say in detail:
Haikel Ben Hamouda, Strategy Director, TBWA\RAAD
Maybe
“The only way forward, if we are going to improve the quality of the environment, is to get everybody involved,” said Richard Rogers.
Protecting the environment is a collective responsibility. Brands must be part of it. We live in a world where people have developed defiance against “greenwashing”. It’s not about instrumentalizing greenwashing to sell more, it is about selling more wisely to create loyalty.
Therefore, brands must be careful with their narratives: why they do it, and how they do it. Above all, asking a simple question can help us decide: does this make sense to our brand?
Wasim Basir, Head of Marketing at Circulyte
Wasim Basir, Head of Marketing at CirculyteYes
There is no choice. The planet is in ICU and this is the only one we have.
The real change is only possible with a Public-Private partnership and so far, a lot of the environmental challenges such as the plastic pollution we face today, have been caused by the ignorance of several private companies.
The real problem is not plastic but plastic collection and recycle / reuse.
That is why at Circulyte we are focused on creating solutions that are easy for the troika of government, private sector, and consumers.
We all live on this planet and we all need to come together to help save it.
For far too long the Private sector has been getting away with checking the box. Hence, they need to now show real meaningful intent backed by real meaningful action.
Lynn Al Khatib, VP Communications, Chalhoub Group
Lynn Al Khatib, VP Communications, Chalhoub GroupNo
Insisting that all brands showcase their environmental side risks diluting the impact of sustainability and purpose-driven messaging. Forcing every brand into this narrative, regardless of genuine commitment, can divert resources in the wrong direction.
Instead, the emphasis should be on meaningful actions. Let’s focus on brands with the capacity to authentically demonstrate their commitment to sustainability and purpose.
This approach ensures that the message remains impactful and avoids the risk of greenwashing, preserving the relevance and true impact of environmental initiatives.
Shraddha Pareek, Public Relations Specialist, IMile Delivery
Yes
In today’s eco-conscious world, it’s imperative for all brands to exhibit their environmental commitment. ESG investing is on the rise, and businesses with strong environmental credentials tend to attract more investment.
A surge in climate awareness, coupled with global environmental challenges, has made consumers more discerning. They actively seek out brands that align with their values.
With stringent regulations and emissions targets becoming the norm in various regions, brands that proactively address their environmental impact gain a competitive advantage. Sustainability is not merely a buzzword but a vital aspect of brand identity.
Highlighting green initiatives demonstrates social responsibility and can attract a more loyal customer base, leading to long-term success.
As COP28 is underway, where climate and environmental action takes centre stage, brands showcasing their sustainability efforts towards the environment can be pivotal in driving meaningful change.
Farah Choucair, Head of Data and Insights, Webedia Arabia Group
Yes.
And we should stop asking this question. Do we ask if all restaurants have to show they don’t serve salmonella-contaminated burgers?
We don’t. It’s a food safety regulation they have to meet. It’s not a choice. Now sustainability is not a zero-sum game. It’s a spectrum.
Brands have to deliver on it. It can be painful cost-wise, but it will make business sense sooner than they think; more importantly it will make brand sense. Data shows conscious consumerism is rising.
Climate change is no more something people read about. They live it. It’s impacting their health. Their livelihoods. And they need to know that their brands care.
