Why sustainability isn't your story, it's your starting point ??

A version of this article was first published on our Excursion Studio mini-paper on how to make your brand stand out. Download it HERE.

Let’s be honest for a second.

Eco-credentials. B-Corp badges. Carbon-neutral packaging. Tree-planting pledges. They’re critical. They’re necessary. But they're not what?sets your brand apart.

They’re not a story. They’re not a movement. And they’re definitely not memorable.

Now, before you come for us, hear us out.

In the outdoor space, protecting nature is non-negotiable. It’s the price of entry. But sustainability isn’t a brand’s unique identity, it’s the foundation, not the finish line.

According to 2024 YouGov data, trust in sustainability logos is at an all-time low. With only 4% of UK consumers completely trust them, the lowest confidence level across 17 markets, alongside the US. Meanwhile, 42% remain skeptical, and 13% don’t trust them at all.

The takeaway? Consumers are questioning brands’ true commitment, wary of greenwashing and surface-level eco claims.

And with a shifting political landscape, where Trump’s resurgence signals a rollback on climate policies, the outdoor industry’s role in driving real change is more vital than ever.

But it's not all doom and gloom brands like Amer Sports ( Arc'teryx Equipment , Salomon , Peak Performance ) are already pushing forward. As highlighted in ISPO 's "How Outdoor Brands Strategically Solve Sustainability Problems?"?article, they’re integrating sustainability into their core business through Science-Based Targets and circularity programs, showing that action, not just ambition, is what sets a brand apart.

But to truly stand out, brands need more than a badge. They need a story, one that transcends eco-cred and forges real, lasting connections.

Like Freaks of Nature , a peak-performance skincare brand for outdoor athletes, backed by science and powered by the wild.

Founded by pro surfer Kelly Slater, their sustainability credentials are rock solid:

? Reef-safe formulas

? Microplastic-free ingredients

? Packaging made from 100% recycled ocean-bound plastic

? Commitment to cleaning coastal areas

But here’s the thing, Freaks of Nature isn’t built on sustainability alone.

It’s a brand for athletes who push limits. Their story is about endurance, performance and the raw power of nature.

The eco-conscious choices? A given. Not the whole story.

Likewise, outdoorsy wine collective Nature's Calling ?doesn’t lead with sustainability. It’s just how they do things.

No shortcuts. No artificial tweaks. Just spontaneous fermentation, biodynamic cultivation, and the healthiest grapes nature has to offer.

Partnering with small, independent winemakers who share their respect for the wild, creating wines that are as untamed and free-spirited as the landscapes they come from.

It’s less about being ‘green.’ More about making damn good wine, the way nature intended..

We're not saying ditch your eco-credentials. Those are essential. But in today's world, sustainability is the baseline, not the headline.

To quote author Jonah Sachs, "Your brand is a story unfolding across all customer touch points."

The brands that truly stand out don't just lean into one narrative; they create something much bigger. They make people?feel?something. They ignite passion, spark conversation, and inspire action. Alongside doing good for the planet.

Sustainability is no longer a differentiator, it's a given. It's time to craft a different narrative that goes beyond the badge, a story that's bigger than certifications and eco-labels.

So ask yourself, what's your brands narrative beyond being green?

Want to discover what your brands narrative is beyond being green?brand? Break beyond eco-credentials and B-Corp badges?

Book a FREE 1-to-1 session and let’s unlock your brand’s bigger story together.