Green On The Rise: How Design Sustainability Changes The Way Things Work

Design sustainability is not just becoming a lifestyle, it’s rising to become the global standard of modern living.

It’s 2020 and we have to say, people are getting more “woke”. By woke, we mean becoming more aware of what’s happening with the environment. And you can’t blame people for becoming more conscious about what they wear, what they buy, or what advocacy they live for.

Before, sustainability campaigns and products launched by agencies and brands are considered a luxury — a one-time opportunity to showcase that being a brand isn’t all about making profit but proving that they care for the environment and their customers.

But today, things are changing fast. 

Sustainability has become the majority of small to big companies’ core value, and it’s not just because the younger and modern generation (Millennials and Gen Z) considers it their first basis for purchasing but because the world that we live in is in constant grave danger. 

That’s why our trusted design team at Grafik will help you understand the deeper impact of sustainability across every industry and how design and branding are putting sustainability as a vital feature of future marketing campaigns in this article.

How do we define sustainability?

Sustainability, by definition, is not just about products being readily available in the market labeled as environment-friendly or made with all-organic materials/ingredients.

By greater meaning, it is rooted in three significant components: economic, environmental, and social. Common ways that companies brand themselves as sustainable can be the following: 

• Cutting on low energy emissions
• Usage of alternative/sustainable resources in product and/or packaging
• Using materials sourced from fair trade-associated suppliers
• Pushing initiatives to leave minimal carbon footprints by implementing recycling programs for their consumers in exchange of discounts or special offers

Several countries like Australia are now allotting substantial budget for recycling systems since China’s resistance on becoming the world’s largest global dumpsite to startups and established companies around the world shifting to create advanced initiatives in order to replace harmful materials with sustainable ones.

Clearly, that there’s finally some environmental action plan being done.  

Why do people care so much about sustainability now and why should your business care?

Over the years, globally threatening situations such as global warming and inexplicably increasing amount of ocean and land waste that’s putting most of the wildlife on the brink of extinction have finally brought an urgent sense of awareness to large businesses and individuals, especially the Millennials and Gen Z, who are more conscious about the things they choose to be a part of their fast-moving lifestyle. 

“But why is it so important to appeal to the needs of the younger generation?”

Because they will be shaping the future, they know what they want and they comprise most of the global population. 

They’re far larger than the population of Boomers and Gen X combined (36.5 percent) which is approximately 63.5 percent (32 percent of Gen Z and 31.5 percent of Millennials). But while Millennials are doing their fair share of being environmentally responsible, Gen Z is the most sustainably-driven generation and they’re really living up to their green agenda. 

This generation thrives on making greener choices, from the clothes they wear to the foods they eat. They are more aware that global warming imposes a real threat, thus creating commitment on living plastic-free to minimise plastic waste.

At the same time, they want to create real-time influence to their audience about ways on how to trade traditionally packaged goods to contemporary ones produced with a “greener” process. This generation plans to save the environment on any scale they can. 

Now, why should your business care about adapting the sustainable path?

Because it matters.

People are now looking for brands that align with their values, someone who doesn’t just think about making profits.

They want brands that create meaningful connections between the environment and consumers, drive a greater purpose towards helping others, and establish a relevant voice in a time where profit and brand reputation thrives faster than recognition for being an ethical brand.  

More than being seen as a global consumer and economic trend, shifting towards a sustainable brand requires a greater purpose and that is to cultivate a trickle down effect of global awareness and sensible commitment, starting the company’s values, production process and employees to its final product and marketing campaign initiatives before being delivered to the consumers. 

The future of branding relies on businesses who can become role models of protecting the environment by being able to provide consumers with environmentally-friendly products, even if it means they have to pay more.

Being sustainable is more than just branding yourself as “sustainable”;  it’s a commitment towards becoming ethically-driven even if they need to undergo complex processes and come across a diverse competition in a pool of businesses who are also thriving their way for sustainable branding. 

That being said, it’s also important for small or large businesses to find a reliable design agency that supports sustainability to simulate and align with the same value, objectives, and processes.