I recently joined a conversation about sustainability, and one thing stood out, people aren’t buying the bamboo straws and recycled packaging story anymore. They’re calling out brands that preach green, but don’t practice it. Ask someone outside our industry if they think your brand is truly sustainable. The answer might surprise you.
We all share responsibility for building a more sustainable world. But let’s be honest the burden shouldn’t fall equally on everyone. Brands have far more power, and that means far more responsibility. It’s time we stopped shifting weight onto consumers and started using our influence where it counts.
The time for slogans is over
Sustainability isn’t something you advertise your way into. Today’s audiences, especially younger ones, expect real change, not recycled slogans.
Brands should lead by example, not just through messaging, because if the experience or product isn’t sustainable, no amount of advertising can compensate for it. People demand measurable impact, and this is where brands can make a huge difference, having the ability to make an impact at scale. This can be done through informed business decisions, product innovation, supply chain adjustments, and purpose-led communication that enables behaviour change, rather than demanding it from people.
Brand purpose is powerful, but only when it’s real. When it’s performative, it’s dangerous. People can sense when a brand is bluffing. Trust is fragile, and once you lose it, no ad can win it back.
Brands need to commit to sustainability and not just talk about the idea.
Sustainability management is a complex process, and transformations require resources, dedication, and support from top management. Due to the increasing (and often justified) accusations of greenwashing, more companies are becoming increasingly cautious in their sustainability-related communication. This is why you need to embed sustainability into your brand and have a team that understands how to execute communication with a measurable, sustainable impact.
How can agencies step up their sustainability efforts?
Agencies are always there to support clients. We work across industries, we understand culture, and we help shape the way people see brands. But that influence comes with responsibility. It’s no longer enough to simply “support” sustainability-focused clients, we need to co-create sustainable solutions with them.
That could mean pushing for product innovation or developing narratives that normalise more responsible behaviour. We can – and should – be partners in that change.
At MCN, sustainability is a deliberate strategy and long-term commitment which we invest into. Whether through internal initiatives, agency-wide environmental goals, or client-facing sustainability projects, we are not just creative partners, but business partners helping create brands that will endure.
Recognising key gaps across in the industry, we developed a focused sustainability roadmap, supported by top leadership. This included the rollout of policies, internal training, and actionable frameworks to embed environmental responsibility into our culture and output.
Today, we have a network of over 15 dedicated Sustainability Champions, along with an AI Sustainability Specialist, all working toward driving measurable change.
We also actively support our clients in integrating sustainability into their strategy, operations, and storytelling.
According to Gallup’s latest State-of-the-Global Workplace report, only 21 per cent of employees are actively engaged at work, while 62 per cent are not engaged and 17 per cent are actively disengaged. This reinforces a growing need across our industry, and beyond to better nurture talent and create environments that offer a deeper sense of purpose.
Today’s young talent is looking for more than just a job, they’re seeking meaningful work that contributes to positive change. In many cases, that meaning is tied to larger global issues, particularly the Sustainable Development Goals. With purpose often outweighing many other elements for the next generation, it’s clear that both brands and agencies must place sustainability at the core of their strategy.
This shift is already happening: younger consumers are turning to tools like the Good On You directory to guide ethical purchases in fashion and beauty, and using similar platforms to evaluate potential employers based on their values and impact.
Our industry has the power to inspire, change behaviours, and create demand for more sustainable products and services. Let’s use it!
By Andrej Arsenijevic, Executive Creative Director & MCN Sustainability Ambassador
