How can you align your brand purpose with the UN Sustainable Development Goals?

1 Benefits of aligning your brand purpose with the SDGs

Aligning your brand purpose with the SDGs can help you create a positive impact on the world, differentiate yourself from competitors, attract and retain customers and employees, and enhance your reputation and trust. By showing that you care about the issues that matter to your stakeholders and the planet, you can build a stronger connection and loyalty with them. You can also gain a competitive edge by demonstrating your commitment to innovation and social responsibility.

2 Steps to align your brand purpose with the SDGs

The first step to align your brand purpose with the SDGs is to understand what they are and how they relate to your industry, market, and audience. You can use the SDG Compass, a tool developed by the UN, the World Business Council for Sustainable Development, and the Global Reporting Initiative, to assess your current performance and identify opportunities and risks. You can also look at the best practices and examples of other brands that have aligned their purpose with the SDGs.

The second step is to define your brand purpose and how it supports one or more of the SDGs. Your brand purpose is the reason why you exist beyond making money. It should reflect your values, vision, and mission, and inspire your customers and employees to join you in making a difference. You can use a simple statement or a framework such as the Golden Circle or the Ikigai to articulate your brand purpose and how it aligns with the SDGs.

The third step is to communicate your brand purpose and your SDG alignment to your stakeholders. You can use various channels and formats, such as your website, social media, blog, newsletter, reports, events, campaigns, and stories, to share your brand purpose and your actions and achievements related to the SDGs. You should also engage your stakeholders in a dialogue and invite them to participate and collaborate with you in achieving your goals.

The fourth step is to measure and report your impact and progress on the SDGs. You can use indicators and metrics that are relevant and meaningful for your brand and your stakeholders, such as the Global Reporting Initiative Standards, the B Impact Assessment, or the SDG Action Manager. You should also be transparent and honest about your challenges and gaps, and seek feedback and improvement opportunities.

The fifth step is to review and update your brand purpose and your SDG alignment regularly. You should monitor the changes and trends in the world, your industry, your market, and your audience, and adapt your brand purpose and your actions accordingly. You should also celebrate your successes and learn from your failures, and keep innovating and collaborating to achieve your goals.

3 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?