Planet, People and Profit
Joanne Yulan Jong
Creative brand strategist -helping purpose-driven businesses impact faster I NED I Author of The Fashion Switch and ALIGN methodology I Public Speaker Universities V&A BBC I Artist
There is no time like the present to think about your business and its sustainability strategy. We witnessed the unfolding effects of climate change during the summer, the good news is that there are plenty of actions you can take to get ahead with your sustainability agenda.
We now understand the importance of collectively mitigating and adapting to the necessary changes. Rather than merely reacting to legislation and regulations, there are many practical ways to lower your environmental impact and position your company as a leader in sustainability.
Our team is here to provide you with insights on how to stay ahead of the curve. In this newsletter, we'll be sharing articles and tips to help you gain some valuable insights and make some positive changes for people and the planet.
We hope that these articles and resources will spark some ideas and inspire your sustainability efforts.
Please don't hesitate to reach out if you need further help or advice.
Happy reading!
Kind Regards,
Joanne
As an SME, it is crucial to embrace authenticity when developing a sustainable brand strategy.
At Yulan Sustainability, when we work with clients, we utilise our powerful ALIGN framework, which enables SME businesses to identify the steps necessary to achieve sustainability goals in the context of their brand.
We will delve into the importance of authenticity in sustainability planning and execution, providing examples of companies that have successfully aligned their brand values with sustainability initiatives.
Authenticity, represented by the letter “A” in ALIGN, begins by clarifying your values and understanding what sustainability means to your business.
In this article, we unpack the importance of authenticity in a world of greenwashing and consumer scepticism, especially when it comes to the truth behind what companies claim to be doing and the actions they take. Read why being an authentic brand and having effective communication, is the first foundation of the ALIGN principle, setting the tone for any sustainability strategy.
Authentic Brand Message
Interestingly the importance of authentic brand messaging has been further compounded as The Business of Fashion recently unveiled "The Most Aligned Brands in The BoF Brand Magic Index."Giorgio Armani, with whom I had the privilege of working closely in Milan, continues to be a powerhouse in brand perception. According to the AI-powered index, the brand secured the second-place spot, closely trailing Miu Miu.
My years of designing for Giorgio Armani, a legend and titan of the fashion industry, inspired me to write my book, "The Fashion Switch." The concept of aiming high, delivering consistency, and aligning your values and creative vision forms the core of my five-step?ALIGN framework.
The BoF report concludes,?
"The Armani empire remains under the steady creative leadership of its founder, maintaining a brand image that remains understandable to its customers and consistently expresses its brand identity."
As we enter Milan Fashion Week, it's a timely reminder that it's not always the pursuit of the new that makes or breaks a fashion empire. As you'll discover in my book, and as now confirmed by AI, the consistency of an authentic brand message lies at the heart of a successful mega-brand.?
If you haven't already, you can download the first chapter here.
领英推荐
5 Key questions to kickstart your ESG strategy
Starting this year, 2023, the UK government will require listed companies to publish net-zero transition plans and set company targets to mitigate their climate risk.
If you are an SME business, it is a matter of time before you will be required to do the same. Preparing your business now gives you a strategic advantage.
To help kick-start your plan, here are five key ESG questions that every listed company will answer this year as part of their due diligence and Environment, Social and Governance stakeholder communications.
Benchmarking sustainability in the luxury fashion industry
Benchmarking sustainability in the luxury fashion industry is crucial for brands aiming to establish a strong and competitive position in the market.?
However, our experience shows that many companies remain unaware of their competitors’ sustainability actions.? As of 2023, the UK government requires listed companies to publish net-zero transition plans and set company targets to mitigate their climate risk. Certain public companies will also be required to disclose climate-related financial information that follows standards set by the Task Force on Climate-Related Financial Disclosures (TCFD).
In this article we explore the rise of fashion sustainability indexes, why brands are embracing them, and how twenty of the world's biggest brands, including Gucci and Prada, measured up when examined by the new Standard Ethics EU criteria.
Can sustainable loyalty programmes change consumers' minds?
Loyalty Programmes are the key to breaking bad habits and forming new and more sustainable choices.
I was delighted to be asked to write a guest article for the loyalty software company Antavo AI Loyalty Cloud . They were curious to explore the role of their technology in helping drive change in consumer behaviour and mindset around sustainability.
Surveys have shown that people make very different sustainability choices when in private compared to when they are in the company of others. A Harvard Business Review article cited research where customers were asked to choose between an eco-friendly granola bar (“Good for you and the environment”) or a traditional product. The sustainable option was twice as likely to be chosen when others were present than when the choice was made in private.
Do you want to know more about how technology can help change customers’ habits and also their perception of sustainable products?
Read the whole blog ‘Rewards without compromise: harness sustainable loyalty programs and change consumers’ minds‘ on the Antavo website.
While fashion remains the most dynamic and creative of industries, it’s time to act to find ways to a transparent, fair and sustainable fashion system.
Are you a retailer or brand looking for help to move your business online? We can help you with your digital strategy, help you navigate the chaos and get you credible and visible and grow online.
Just drop me a DM or get in touch via the website https://yulancreative.com/services/sustainability/