Branding is Storytelling
And good storytellers want to make customers believe they’re on the same team. So with increasing consumer support for climate-action, it’s no surprise that businesses want to jump onto the bandwagon.
Greenwashing is misleading consumers about the environmental benefits of our products. It works because consumers today prioritise the environment like never before. A McKinsey study of US consumers found that 65% would pay more for a product if it was packaged using recycled, reusable, compostable, plastic-free, or plastic-neutral materials. Another Deloitte survey of 22,000 adults in 44 countries found that ~48% of GenZ and Millennials have already or plan to switch jobs or industries due to climate concerns. Businesses now face a continually rising ethical standard, to which some respond with deceptive storytelling.
The consequence? In May 2023, the EU parliament voted with an overwhelming majority to regulate brands sustainability claims. Lawmakers in other regions are expected to follow suit. In this age of information, empowered consumers are calling out gimmicks and demanding transparency. With such pressure from all corners, businesses find themselves with no choice but to move away from greenwashing.
Under these new circumstances, how can companies remind consumers they’re on the same team?
What is the future of brand storytelling?
The Way Forward: Beyond Greenwashing
Onward to data-driven, evidence-based consumer communications! To stand out (and comply with new regulations), companies will need to be able to answer for the impact of every part of their processes. Quirky plant graphics and climate puns just won’t cut it anymore. Consumers want to know about everything from sourcing and transportation to wages and collaborations. This requires clear processes on data-collection at every step of the pipeline as well as robust analyses, both of which are no simple feats.
This is where Cirkla comes in. Cirkla is an end-to-end sustainable packaging solutions provider. Our in-house team of experts assesses your packaging data portfolio using proprietary Life Cycle Assessment (LCA) models to determine your business’s score on global competitive benchmarks.
After determining where you’re at, Cirkla helps you get to where you want to be. Our clients receive a custom action plan to transition to packaging materials and processes that meet your climate-conscious goals while remaining cost-competitive.
For every packaging product, there is a planet-friendly alternative out there. We at Cirkla support brands at every step in the journey measuring footprint, sourcing raw materials, building new technologies, all while adhering to your bottomline.
End-to-End Solutions
Cirkla’s mission is to help you to keep up with the concerns of your consumers, not just in theory but in practice, without affecting your bottom line. We are pioneering a culture of empowering consumers to sift through the greenwashing to choose companies that are truly on their team.
It’s now up to businesses to be left behind by a sustainability-first market or to stand out with a community of loyal consumers bound by a common passion.
Redefine your story. Choose Cirkla.