It’s August, and while most people have BBQs, Labor Day, and back-to-school preparations on their minds, those in the field of sustainability can add National Overshoot Day to that list. This phenomenon, marking the date when we’ve used more ecological resources than Earth can regenerate in a year, has been occurring earlier each year. In the United States, we’re consuming resources at a much higher rate than other countries, prompting a growing demand for companies to transform their environmental footprint into a handprint of positive impact. As consumers become more aware of their ecological footprint, they are looking to brands to lead the charge in sustainability and accountability.
At this moment, where purpose-driven brands are reshaping consumer expectations, businesses are confronted with both unprecedented opportunities and significant challenges. As awareness around environmental and social issues intensifies, consumers demand greater transparency, and the prevalence of greenwashing—a practice where companies falsely claim environmental benefits—threatens to erode trust and credibility. A recent study revealed that 86% of U.S. consumers expect companies to actively address social and environmental issues. Moreover, the risks associated with greenwashing are substantial, leading to potential litigation, regulatory fines, and a significant loss of public trust. The financial implications are equally significant, as even small changes in customer satisfaction can have a notable impact on corporate performance.
Harvard Business Review notes that companies caught greenwashing can suffer severe economic consequences, including damage to their bottom line due to lost consumer trust and potential legal challenges. By reimagining the delicate balance between purpose and profit, visionary companies are setting new standards for responsible and impactful branding, ensuring their commitments are both real and verifiable.
The Transformative Shift
In response to shifting consumer behavior, the importance of brands walking the talk has never been higher. It’s no longer enough for companies to focus their outward-facing messaging on their values; they must also demonstrate their actual impact. In an environment where many brands claim similar values, showcasing real impact in an easy-to-understand and digestible way is crucial. This shift has led to a rise in impact reporting and the transformation of these reports into comprehensive media strategies to amplify the work.
And it’s not only consumer brands that are taking notice of telling the stories behind their impact. One can look to the band Coldplay, who created an impact report addressing their actions for a more sustainable concert tour, as inspiration. Other large companies like Google, Mars, and Procter & Gamble participated earlier this year at the Sustainable Brands conference to discuss their impact initiatives.
Some of the biggest reasons why brands pull back from communicating their impact in the communities they serve are the unavoidable political pressures they face today. Companies need to be ready for it, not just hope to avoid it. According to a recent study from Edelman, when faced with a controversial or political issue, 71 percent of consumers expect brands to take a stand. If a brand remains silent on societal issues, 51 percent of consumers believe the brand is either doing nothing or trying to hide something. This underscores the importance of transparency and taking a proactive stance on critical matters.
A Data-Driven Approach to Authentic Marketing
Campfire Consulting, a leading impact and digital marketing consultancy based in Portland, Maine, works with brands to help them turn complex data and research around impact into meaningful storytelling. This approach not only helps reach and resonate with audiences but also brings people together around a common purpose. Supporting this trend, research by PwC indicates that consumers are willing to pay an average of 9.7% more for sustainably produced or sourced goods, reflecting a strong preference for brands that align with their values. Additionally, a study by The Roundup found that 55% of global consumers are willing to pay more for eco-friendly brands, demonstrating the growing importance of sustainability in purchasing decisions. President of Campfire Consulting, David Gogel, says, “This approach not only strengthens credibility and consumer loyalty but also mobilizes a community around a common mission to make a greater impact on people and the planet.”
Building Credibility Through Transparency
Through effective consumer messaging amplification of that message and certifications like B Corp and 1% For the Planet, more companies are building brand credibility and contributing to a larger movement toward greater corporate accountability. As agents of this change, the belief that transformation starts from within is paramount. Benn Marine, Director of Social and Environmental Impact at Campfire Consulting, emphasizes the importance of transparency in today’s market: “Consumers are increasingly savvy and demand authenticity. Our goal is to ensure that the brands we work with understand how they can meet those expectations and genuinely contribute to a sustainable future for all stakeholders of which local communities and the planet need to be prioritized.”
David Gogel adds, “We believe in the power of honest marketing. By leveraging data and transparency, we aim to create meaningful connections between brands and their audiences, driving real change for the systems in our economy that are overdue for correction.”
A New Standard for Marketing
Sustainability has always been a topic of great relevance. Gone are the days when people were uneducated about its importance, and truthfully, today’s consumers are more inclined to support brands whose sustainability practices and core values align with their own.
Many companies have intentionally and not tripped over greenwashing, making unsubstantiated claims about their environmental practices to attract eco-conscious consumers. In some cases, the deception is unintentional but still undermines genuine efforts to make a positive impact and misleads consumers. The important part for companies to address today is owning that they are on a journey and that not everything is perfect, and that they have direct areas being worked on for improvement. Nobody expects perfection, so own it. The good news is that a movement of companies is rewriting the narrative of success by combining impact with marketing, redefining what it means to thrive in business through the triple bottom line of people, planet, and profit.
This article is sponsored by B Corp and certified by 1% for The Planet Member Campfire Consulting. For more information on how Campfire can help your brand navigate these challenges and build a transparent, impactful marketing strategy, visit their website at https://campfire.consulting/
Published by: Martin De Juan
