Are you too focussed on “doing the right thing” as opposed to “being the right thing”?

Are you using sustainability just to avoid consumer rejection? Nearly all brands are making incremental steps to lessen their negative impact on the planet, and in the rush to use sustainability to create a point of difference, maybe we’re missing the bigger picture?

While the intentions are good, it’s easy to turn small packaging / supply-chain / formulation improvements into overclaims – and that’s making backlash and failure all too common.

We propose a different way forward - one that is not built on small attempts to 'do the right thing' but bigger ambitions to 'being the next thing'. The climate and nature crisis are a challenge and an opportunity. Braver ideas. Breakthrough innovations. Solutions not sticking plasters.

Join Will Railton, Senior Sustainability Strategist at MSQ/Sustain as he outlines what brands might be missing. We highlight how 'green' messages can be repositioned and how brands can find new creative opportunities.