Duurzaamheidsclaims van merken stuiten vaak op scepsis consument

Een overgroot deel van de Nederlandse consumenten verwacht dat merken duurzaam zijn, maar zet tegelijkertijd steeds meer vraagtekens bij duurzaamheidsambities en -claims. Wat moeten merken doen om niet alleen als een sustainable brand over te komen, maar om het daadwerkelijk te worden of te zijn?

We zien dat steeds meer bedrijven en merken hiermee worstelen. Ze willen graag, maar zijn bang om het verkeerd te doen. Het verwijt om met greenwashing bezig te zijn ligt dan op de loer. Gevolg is dat men liever afwacht met doen of met communiceren. Dat is jammer, want duurzaamheid is allang geen hype meer, dat moge duidelijk zijn. Het is een must have. Sterker nog, wij zien in meerdere onderzoeken dat een duurzaam merk het niet alleen maatschappelijk, maar ook financieel beter doet dan ‘gewone’ merken.

Daarom inspireerden en activeerden we op 24 september zo’n zestig merkenbouwers met de workshop Sustainable Branding. Oprichter Sander en strategen Myrthe en Marjolein verzorgden een sterk inhoudelijk programma met interessante discussies.

De belangrijkste take-out? Zonder te beginnen, kun je niet winnen. Dus… wat ga jij vanaf vandaag anders doen?

greenwashing sustainable brand
Merkstrategie - Ideale Wereld Sessie Model Communicatiebureau Heldergroen Haarlem
Binnen beginnen, buiten winnen

De uitdaging is om een positieve businesscase rond duurzaamheid te bouwen. Sustainability moet een integraal onderdeel vormen van de hele waardepropositie. Zo voorkom je dat het een loze kreet of lege belofte is. Dat maakt dat de businesscase en de communicatie over het algemeen complexer is. Er komen nieuwe waarde assen zoals duurzaamheid bij. Bestaande cultuur en processen moeten daardoor worden omgevormd. Ook weten heel veel consumenten nog niet wat het werkelijke verhaal achter een product is. En vaak willen ze dat ook niet weten of ze twijfelen over welke claim te geloven. Gelukkig merken we dat de wil om te veranderen steeds vaker ook in de top leeft. Dat is een positieve ontwikkeling!

Om bedrijven te helpen over te gaan tot actie hanteren we bij Heldergroen de “Ideale Wereld”-methodiek. Een methode die gebaseerd is op het principe ‘binnen beginnen, buiten winnen’. Daarbij wordt eerst intern gekeken naar de maatschappelijke ambitie van de mensen in de organisatie in plaats van de marketingsales doelstellingen die hangen aan de functies van die mensen. Vervolgens wordt gekeken welke duurzaamheidsdoelstellingen haalbaar zijn en welke stappen daarvoor genomen moeten worden.

Fotografie: Eva Wertheimer

Sustainable Development Goals - Heldergroen - Impact meten purpose merk SDGs
Sustainable Development Goals

“Veel merken maken de fout door eerst buiten te gaan roepen terwijl ze intern de zaak nog niet op orde hebben. Daarmee schep je verwachtingen bij de consument die niet waargemaakt worden”, zegt Myrthe Willems. Daarom werken we graag met zogenaamde Culture Crews, interne clubs van influencers die vanuit het hart van de organisatie meedenken over het zetten van stappen op duurzaamheidsgebied. Vanuit die strategische oriëntatie volgt de purpose, en daaruit uiteindelijk de ontwikkeling of aanpassing van product of dienst. Uitgangspunt daarbij zijn de door de VN geformuleerde Sustainable Development Goals (SDG’s).

“Die SDG’s vormen een prima richtsnoer voor bedrijven die daadwerkelijk relevant willen zijn in de wereld van morgen”, meent Sander Veenendaal. “Daarbij leveren ze duidelijke KPI’s op die voor iedereen hanteerbaar en gelijk zijn. Niet voor niets hebben onlangs de drie Nederlandse grootbanken zich aan die SDG’s gecommitteerd.”

Heldergroen is een van de initiatiefnemers van de Dutch Circular Leadership Conference die op 28 november in Amsterdam plaatsvindt. Tijdens dit evenement komt de top van het Nederlandse bedrijfsleven samen met aankomende bestuurders om tot actionable duurzaamheidsdoelstellingen te komen en ervaringen en best practices uit te wisselen.

Benieuwd wat we voor jouw sustainable brand kunnen doen?
Neem contact op of bel voor een verhelderend gesprek 023 8200 250

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