11/11/2015 02:05 EST | Updated 11/11/2016 05:12 EST

Embracing Sustainability Can Pay Off For Your Brand

Tim Robberts via Getty Images
A double exposure of two business men shaking hands with a view of the City of London and of a green fields landscape.

For over 20 years the world has noticed that the way we do business has an impact on the planet. Today we know that the state of the planet affects the way we are doing business.

With climate change comes risks and opportunities. We all know the risks. The opportunity for brands starts with marketing leadership, and the reward is an improved brand and reputation. Those businesses that move towards sustainability are the thought leaders that will create positive change and not only bring a whole new set of customers their way, but potentially innovate with new products that create a whole new marketplace.

With today's sustainability and climate realities, with social changes arising from the transparency and information revolution that is the Internet, the brand itself is being redefined.

Sustainability means many things. Words like supply chain, GHG reduction, environmental risk, insurance risk, technology innovation and cost-savings all come to mind. At the heart of it, being sustainable is really about building a better world, and doing things in a better and more innovative way than we have in the past.

In order for brands to be what customers ultimately see across all channels and interactions, one unified entity, we need to pull all of the jargon out of of sustainability and realize that it is the brand strategy. Because a brand is really a promise and a set of values.

Leadership on sustainability and climate change starts with values. It begins at the top as a vision arising from those values, but it lives and manifests itself at the employee level, at the community level, at the shareholder level and at the place where the "why customers buy your brand" lives.

According to Nielsen, 55 per cent of global online consumers across 50 countries say they are willing to pay more for products and services provided by companies that are committed to positive social and environmental impact.

Amy Fenton, Global Leader of Public Development and Sustainability at Nielsen, says, "This behaviour is on the rise and it provides opportunities for meaningful impact in our communities, in addition to helping to grow share for brands."

At Kumu Agency, we have decided that we want to put our hearts and minds to work to help make the world a better place. We are a purpose driven digital agency who builds strategies and ideas for humans who are curious to know what your brand stands for. We drive your brand and sustainability goals, uncovering insights that demonstrate to new and existing customers why you care.

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