Why the Word ‘Sustainable’ is So OUT?!

The word ‘sustainable’ is so out even though it’s one of the words that has been trending the heaviest throughout 2020 and 2021. Fashion brands are all about it, energy companies are talking about it, and it’s a word that you see in most advertising displayed on the high streets regardless of industry. But what does it even mean?

It’s obvious for everyone that ‘sustainability’ is all about being more environmentally friendly. As in changing the ways we do business to a greener direction, and reducing the oh, so famous carbon footprint. And this is all in line with what consumers want:

Over 70% of Westerners are concerned about the state of our planet, and over 50% are willing to pay a little extra if it means that what they buy has a positive impact on the environment.

But as I discussed in a previous article, at the same time consumers do not trust brands’ marketing especially in terms of them being sustainable. And an even bigger portion of consumers aren’t willing to spend time and effort in making sure that what is marketed as “sustainable” actually is so.

It’s a known phenomena, that trends only last for a certain amount of time, until they fade into oblivion. And if they don’t fade off, they become something that is taken for granted, which is not a preferred course of action either. In my opinion, this latter option is what has happened to the word, and thus being ‘sustainable’ is so out.

It has become so overused, that no aware consumer would buy into that sort of marketing anymore. Greenwashing is a largely accepted tactic, that is by now causing even more damage to the planet, than what was being done before sustainability started trending.

Or what do you think of H&M pairing up with PETA to bring out a “vegan” collection, in which all the clothes are made out of petrol (synthetic fabrics, like polyester, are oil-based)? Do we really believe that this is going to save the world? Surely not.

Sustainability isn’t the hook that makes people buy anymore, those times have passed. And even more importantly, the cloud of mystery has evaporated, and nowadays most people associate sustainability with greenwashing or pure, simple lies.

Is that what you want your brand’s message to be perceived as?

One of the biggest reasons why the word ‘sustainability’ became such a valuable tool for fast fashion brands to use in their false marketing, is the fact that very few people know what it actually means. What is sustainability in practice?

Most people answer this question by linking it to brands’ operations being environmentally friendly. But in fact that just makes a brand eco-friendly, not sustainable. Sustainability is an incredibly complex issue and a large sum of multiple areas of business, which makes it so difficult for most consumers to comprehend.

Consumers want simplicity and quick service, and sustainability sure isn’t a quick or an easy concept. Quite the contrary. When a company operates sustainably, the effects will be gradual, but they will be extremely beneficial to the planet as a whole.

Sustainability as a word already hints at being able to last the tooth of time. But in addition to material durability, it also means treating the world around us in a way that allows the world itself to go on for as long as possible too.

Whether it’s about raw materials, natural resources, or human capital, by operating sustainably a business ensures that they are all treated with respect to ensure their longevity. The world, and all the species in it are to be nurtured, not tortured.

But how could a business operate in such a way when the number one goal is to generate profit, no matter what the cost?

If a company’s business model is to create material as cheaply as possible in order to generate as much profit as possible without any regard to their workforce throughout the supply chain, the environment, or the potential circularity of their products, then they ARE NOT SUSTAINABLE.

And here we can rule out every single fast fashion brand that’s still running today, it’s because of them that the word ‘sustainable’ is so out. Fast fashion brands can’t even identify as eco-friendly, because they refuse to admit the fact that as a business they are responsible:

Evading these basic responsibilities as a business owner, whether you are a founder, member of the board or a shareholder, makes you and your business unsustainable. And no amount of greenwashing can help you skate over that fact.

Internet, and especially social media has made sustaining lies near impossible. Even though greenwashing did work wonders when sustainability started trending, it didn’t take long for the truth to shine through. Over 80% of the world’s population has a smartphone. And since the internet is more of a human right these days than anything else, truth endures.

When enormous brands like H&M or Zara claim that they are paying living wages to their garment workers, the said garment workers share their actual salaries and living costs from the source. And they never match the brands’ “data”. There’s not much a brand can do to deflect the stain this causes to their reputation.

And in the world we live in today, a brand’s reputation becomes more and more important in terms of attracting employees as much as customers. This is something that has been discarded by brands for a long time, but which shouldn’t be ignored anymore. Being sustainable is so out, being legit is in.

According to multiple studies in Europe and across North America, the significance of the employer’s reputation in terms of the applicants’ willingness to apply for a job, is increasing fast. So, if we look at it from this point of view, how many environmentally conscious Gen-Z people can we expect to be applying for jobs at H&M or Zara in the near future?

The importance of a company’s brand image has already been tested and proved for example in Finland: H&M has had to close multiple stores due to Finns choosing to shop better rather than lies. Because at the end of the day those lies are peeing in all of our cereals!

Being sustainable is so out, it’s not enough! The modern customer is aware and critical of the tricks of advertising, especially greenwashing. Which is why creating engaging and inspiring brand-specific content that is LEGIT has become more important than ever before. It’s the biggest niche in the market right now!

I should know, I’ve worked in marketing before social media was even invented, so I literally know all the tricks of the trade. And I can see through every single greenwashing caption, video, TV advert and influencer collaboration that is thrown at me.

And if I can see straight through them, I know there’s plenty of media-savvy consumers who also can. Since we covered the importance of a brand’s reputation in creating a sustainable business, wouldn’t you want your marketing to be properly sustainable too?

If you answered ‘YES’, then hear me out! The secret that nobody tells you, is that your business doesn’t need to be 100% sustainable to have a legit reputation as one.

Based on my wide experience and deep understanding of the industry’s problems as well as consumers’ wants and needs, I’ve got the ultimate solution to how this can be achieved. And no, that solution doesn’t cost you helicopters, or come with a list of requirements that even Jeff Bezos couldn’t meet.

I believe in keeping it simple, because simple does it best. And when it comes to properly done sustainable marketing, keeping things legit but on trend, I honestly don’t know anyone who could do this better than me. Because they don’t know what I know.

What is it that I know then? Well, you’ll find out if you have the balls to get in touch! I promise you one thing: we’ll get along, and you’ll love what I’ve got to offer. Click below to learn more about me or to book an initial enquiry call, which is quick, painless, and free of charge. Looking forward to chatting with you!