Purpose Over Ping-Pong: Why Sustainability Is Reshaping Brands
What used to be cool perks like office foosball tables is now all about purpose. To stay relevant today, brands need more than catchy slogans – they need to deliver real impact. Sustainability has become the deciding factor for trust, differentiation, and market success. But how can brands achieve this without falling into greenwashing? And why is the most powerful sustainability strategy often not a message but an experience?
In This Article, You’ll Learn:
- Why sustainability is no longer optional – it’s the new currency of brand trust
- How to communicate effectively without falling into the traps of greenwashing or greenhushing
- Why powerful brand experiences are the key to emotionally anchoring sustainability
Sustainability Is No Longer a Statement – It’s the New Brand Currency
Trendy offices and branded swag are no longer what define a forward-thinking company. Today, it’s about meaningful action, transparency, and accountability. Top talent demands it, customers expect it. Sustainability is no longer a nice-to-have add-on; it’s the ultimate test of relevance and relationship-building. And brands are under pressure. According to the Zukunftsinstitut1
«It’s no longer enough to run campaigns or focus on marketing efficiency. Brands that position themselves as proactive drivers of change are the ones that resonate in today’s interconnected society and secure long-term success. But what does credible communication look like – beyond buzzwords?»
Caught Between Greenwashing and Greenhushing: Where Brands Stumble
Greenwashing happens when companies make sustainability claims without real substance. For example, advertising a «green collection» that only makes up 5% of the product line risks losing consumer trust. The EU’s new Green Claims Directive aims to put an end to exactly these kinds of practices.
Facts over fluff! Avoid vague terms like «green», «sustainable» or «carbon neutral» unless you can back them up.
Show where you stand – even if you’re not perfect yet. Progress, challenges, and lessons learned are all part of being credible.
Sustainability starts with company culture. Only when employees understand and support it can it resonate authentically externally.
Whether through internal initiatives or public programs, sustainability that people can experience is what truly sticks. Obligation turns into participation; messages transform into meaningful encounters.
When the Supply Chain Becomes a Music Video
How Lyreco Has Embedded Sustainability Internally**
A CSR report3 with emissions data might be accurate – but it rarely inspires. A strong culture, however, can. Lyreco Switzerland, a leading provider of office and workplace solutions in the B2B sector, is one of the companies that has strategically embedded sustainability at its core. As a member of the UN Global Compact, Lyreco sets clear goals – but also emphasizes participation. The question is:
«How can sustainability become so tangible that it’s not only understood – but genuinely felt as credible?»
At the team event Lyreco Unboxed, the supply chain wasn’t explained – it was lived. Through the making of a music video, the event sparked participation, emotion, and a sense of identification. Instead of PowerPoint, there was a real pulse.
Conclusion: Sustainability Doesn’t Need to Be Perfect – It Needs to Be Tangible
Brands that want to build trust today must first listen, then act – and then share. Sustainability is not just a chapter in the annual report; it’s a cultural process. Those who approach it honestly, openly, and experientially don’t just win attention – they create real connections.
Sources & Additional Information for this Insight
3 A CSR (Corporate Social Responsibility) report is a sustainability report where a company outlines how it addresses its social, environmental, and societal responsibilities, aiming to provide transparency and demonstrate accountability to stakeholders such as customers, investors, and the public. The goal is to create transparency and demonstrate accountability to stakeholders such as customers, investors, and the public.