The Hidden Power Behind Your Brand's Sustainability Story

HOLA!

Happy New Year!

I welcome you back again to our Newsletter, where we illuminate businesses’ strategies and actions through a visionary lens of sustainability.

First and foremost, I would like to thank you for your subscription.

Look, we've just hit over 7,000 subscribers in just three weeks.

I am overwhelmed and sincerely grateful for your tremendous support in subscribing to our newsletter and being a crucial part of our growing community!

On Saturday morning, I was sipping my coffee, lost in thought, envisioning the exciting adventure that my inaugural article of 2024 would unfold.

But I think it's crucial to lay a strong foundation for understanding what sustainability truly means.

As we begin the year, let's reflect on our sustainability cause glued to our brands and businesses.

Why do we have to care about sustainability?

Is it just to keep the status quo?

Is it just for certification and compliance?

Is it just to keep with the trend?

Is it just to attract the investors?

If you think deeply enough, you realize that the reasons you stated above are probably not enough.

YES!

We need more than that.

We need something beyond money, status, and trends.

And, that's our authentic stories we need to tell and others to speak about us on sustainability impact.

Recently, I read an article from CITYA.M about “Four small business trends to watch out for in 2024”. (Four small business trends to watch out for in 2024 ( cityam.com ) .

Apart from Ramping up sales, Using AI, and Focusing on Mental health; Purpose and Sustainability are among the things highlighted as worth for you to consider as you plan your next business move in 2024.

Now, you can see how crucial it is to give much of your attention.

The commonly considered functional tools for sustainability are standards, data, reports, and metrics.

However, strategic storytelling for sustainability is an important tool, although it's often underestimated.

Your sustainability story can capture imaginations, evoke emotions, and create a strong connection at a deeper level with your target audience including consumers, investors, media, and stakeholders more than just generic branded content.

I believe that everything begins with a story woven into the BIG WHY for SUSTAINABILITY.

?Knowing the story, you want your brand or business to communicate and be known for in the realm of sustainability will help you create an impact, connect with your audience, and meet your ESG goals.

BUT communicating your sustainability story is a very fragile process, WHY?

Because any mistake can lead to accusations of GREENWASHING.

Before you think of your story you need to know exactly where your brand belongs in what I can call the sustainability pyramid.

The truth is no company is immune from greenwashing or sustainability scandals. It can even be an issue for the so-called, "Sustainability Natives" in case of any miscommunication or misunderstanding about their sustainability efforts.

Therefore, it is worth taking note that, when thinking about what engages consumers, investors, and the media about your journey toward sustainability, it's also important to consider not only what to communicate, but how to communicate it.

In the next newsletter, we will explore the art of crafting a compelling narrative to effectively communicate sustainability for our businesses and brands, engaging our audience with purpose and impact.

Stay tuned.

Wishing you a wonderful and purposeful week ahead.

Your Friend,

Edwin FM

REFERENCE

1.?????? Innovative and sustainable business models in the fashion industry: Entrepreneurial drivers, opportunities, and challenges - ScienceDirect

2.????? Rodríguez-Vilá, Omar, and Sundar Bharadwaj. "Competing on social purpose."?Harvard Business Review?95.5 (2017): 94-101.

?