Adding Sustainability To a Brand
Category: Insight

Adding Sustainability To a Brand

Plenty of companies around the world are aware that they are no longer able to ignore the need for sustainable operations and practices, especially when they take into consideration that consumers are now more interested in sustainable brands. Even a number of governments in different countries have started recognizing how important responsible business practices are, and how they can impact the environment.

Although some brands and corporations only see sustainability and environmental care as another marketing opportunity aimed at younger generations of the target audience, there are a number of others that have skyrocketed in popularity because of their actual sustainability features.

This is one of the most important things to younger consumers who aren’t looking to get the best product for the smallest prices and are instead willing to spend more on companies that show they care about the environment.

With the help of social media platforms, younger generations of consumers have all the information and tools that they need to be able to spread the word about how great sustainable brands are. On the other hand, they also have an intrinsic ability to figure out which companies are only using sustainability in their campaigns as a buzzword to reach a larger target audience. That’s why brands and corporations should be focusing on introducing actual sustainability on all levels, which can help in creating or improving a brand’s reputation.

Careful Planning and Execution

One of the companies that recently decided to introduce sustainability in its products and resources, and has a plan to make all of its products environmentally friendly by the end of the decade, is LEGO. The brand recently presented the public with the first brick prototype that’s entirely made out of recycled plastic.  Recycled plastic is turned into a strong and safe material which can be, in turn, made into the company’s famous building blocks.

The brand has been planning this sustainability project for several years now, and to reach the desired goal, the company worked with polyethylene terephthalate (PET) experts. Those experts managed to test over 250 different variations of the same plastic to be able to reach the perfect raw material prototype that can be turned into safe and strong LEGO blocks.And ot only will all of the building blocks from the company become sustainable, but they will also be of a higher quality than the other ones previously created.

Tim Brooks, the Vice President for Environmental Responsibility at LEGO Group made a statement announcing this new change, saying that so far, there are no products made of similar materials on the market. Although the brand is still testing this brand new set of products, they should be available to consumers in a few months, and fans can finally have sustainable LEGO toys. The company’s goal is to create high-quality, durable products for its plan of becoming an innovative and sustainable brand of the future.

Plenty of companies around the world are aware that they are no longer able to ignore the need for sustainable operations and practices, especially when they take into consideration that consumers are now more interested in sustainable brands. Even a number of governments in different countries have started recognizing how important responsible business practices are, and how they can impact the environment. Although some brands and corporations only see sustainability and environmental care as another marketing opportunity aimed at younger generations of the target audience, there are a number…