Sustainability in Branding

Sustainability Doesn’t Sell

And yet, brands keep orbiting around it like it's the sun.

Let’s get one thing straight:

Sustainability matters.
But it’s not a brand.
It’s not a differentiator.
And it’s definitely not what gets someone to click “add to cart.”

The Lie We Like to Tell Ourselves

Consumers say one thing, but buy another.

• 80% claim they’ll pay more for sustainable products
• 71% say they’d choose sustainability over a similar item

But only 7% actually do.
And sustainability-led products? They make up just 17% of the market.

After over a decade of green marketing, ESG storytelling, and corporate pledges, that’s all we have to show for it.

So, What’s Going On?

Because people don’t buy what’s right.
They buy what makes them feel something.

Sustainability is a rational feature.
Purchase decisions? Entirely emotional.

You’re not building a belief system. You’re building a brochure.
Commodity brands sell features. Cult brands sell feelings.

And no one feels sustainability.

Who Actually Gets It Right?

The brands winning in the sustainability space aren’t leading with it.

• Feastables leads with hype and personality.
• Tesla leads with innovation and status.
• Patagonia leads with rebellion and purpose.

Sustainability is the supporting actor, not the star.

The B Corp Illusion

Let’s not pretend:

A B Corp sticker is not a strategy.
It’s a pageant. A performative badge for brands seeking credibility on the cheap.

Even creative agencies are chasing it, mistaking certification for conviction.

You don’t need a license to do the right thing.
You need values that shape decisions — even when no one's watching.

And let’s not forget:
Most consumers don’t even know what a B Corp is.
Even fewer care.

Meanwhile, companies like Nespresso (yes, Nestlé) wear the badge while battling serious ethical allegations.

So ask yourself:
Is it progress or PR?

Yes, It’s Better Than Nothing

Of course we should try to make a difference.
But don’t confuse doing the right thing with market fit.

If your entire brand exists because it’s sustainable, it’s likely to stay niche — or disappear.

Here’s the hard truth:

If your product isn’t stylish, emotional, useful, or culturally resonant,
No amount of recycled packaging is going to save you.

Values Don’t Drive Devotion. Vibes Do.

If your story doesn’t spark obsession, no eco-badge will save you.

You’re not building a sustainable brand.
You’re building a forgettable one.

So, What Actually Works?

Build a cult. That has a cause.
Not a cause, that becomes a commodity.

Because in the end, it’s not about “doing good.”
It’s about doing unforgettable — and letting sustainability be the spine, not the spotlight.