Why sustainable brands are winning.

Environmental challenges are finally taking centre stage in global concerns, prompting 80 percent of brands to increase their investments in sustainability.

This shift has given rise to a new phase in planet-centred design that we like to call Sustainability 2.0.

CX Meets Sustainability

Gone are the days when sustainable design was perceived as earthy, reductionist, or niche. Finally, it’s cool to be green. Now, as planet-conscious design scales to mainstream, brands have a key opportunity to create design-rich, added value experiences that are sustainable at their core.?

More than ever, companies are catching on to the fact that captivating brand experiences rooted in sustainability are the key to growth in a purpose-driven market. The more successful and widespread their products become, the greater change a brand can effect. In essence, higher adoption leads to higher impact, making it a win-win for people, profit and the planet.

So, how can brand managers adjust their strategies to deliver the scale needed for impact?

Sustainability 2.0: Celebrating mass-market planet-positive design

If Sustainability 1.0 was about a rallying cry to highlight a small pocket of ‘alternative’ solutions, then 2.0 is a wonderfully mass-market approach. Finally, we are edging into an evangelistic celebration of the new wave of truly brilliant sustainable design-led brands that have freed themselves of the green cliches and are rewriting the planet-first rulebook.

When #sustainability becomes an intrinsic feature of a brand's identity, it transcends the typical "green" marketing approach. Instead, it becomes an authentic and compelling narrative that resonates with consumers on a deeper level, sparking behavioural change and driving better outcomes for businesses and the planet.?

Showcasing the next phase of planet-first design brands

Both innovation and branding play crucial roles in unearthing new methods of value delivery which encourage the adoption of sustainability. They have the power to shape consumer perceptions, influence purchasing decisions, and drive societal change.?

Let’s take a closer look at the pioneers of the 3-Ps approach:

Right now, the footwear industry is responsible for a staggering 1.4% of global GHG emissions. Short lifespan and high churn is a major issue, and mixed material construction compounds problems. The materials used in the sole construction is typically one of the most environmentally destructive parts, with the average trainers weighing in at 14 kg CO2e a pair.?

Sustainable super-brand Allbirds are fighting against that with M0.0NSHOT - the world’s first net zero carbon shoe. Their innovative shoe features a sugarcane-derived SuperLight Foam midsole with 70% bio-based content, carbon-negative bio-plastic eyelets, and regenerative wool sourced from a net zero carbon farm. Not content with rewriting the design for manufacturing rulebooks, Allbirds are sharing their formula to inspire industry overhaul. Over the years, their intrinsic understanding of the problem in hand has garnered Allbirds a loyal consumer following and major investment, with the brand now valued at $1.4 billion.

Meanwhile, circular innovators On understand the importance of addressing consumer pain points for commercial success. Their subscription-based Cyclon shoe tackles the cost of ownership for avid runners by offering recycled trainers that can be returned and replaced every six months.?

• Read our recent issue to discover how #ProductAsAService can be a stepping stone to #circularity.

In the realm of personal care, consumers are ditching single-use plastic and gravitating towards brands that have eco-friendly practices and a strong ethical foundation, like byHumankind. Their elegant design and environmentally-conscious direct-to-consumer model, where subscribers receive refills every two months, demonstrate a commitment to sustainability and convenience, aligning with the changing consumer expectations that prioritise both the planet and skin sensitivity.

And then there’s SURI, who’s eco-conscious electric toothbrush is a prime example of planet-centric #innovation and its positive impact on brand growth. By using plant-based corn starch and castor oil-based bristles, SURI reduces reliance on petroleum-based plastics, while the use of aluminium in the body construction reflects a lifelong commitment to repair. This not only aligns with consumer values but also makes sound business sense, allowing SURI to differentiate through design in a performance-focused segment and attract a conscious customer base while positively impacting the environment.

In homecare, #DTC disruptor Homethings has unveiled an equally trope-smashing approach with its bold, character inspired new look for its waterless, refillable and reusable cleaning range. Homethings lean heavily into the benefits of domestic space saving, encouraging consumers to decant to vessels of their own choice. By breaking free from traditional chemical-laden #FMCG design, Homethings offers both convenience through home dilution and near-zero waste with its easily accessible tablets, making it a winning format.

• The DTC model continues to surge in popularity as brands seek a higher margin and stronger links with their customers. Discover how to design for DTC and the key benefits of this model.
• Why do we need to have an unapologetically equal bias on people, profit and the planet? Read our piece on Triple Bottom Line and what it looks like in practice.?

Designing a greener future - Next Steps

The rise of Sustainability 2.0 signifies a fundamental shift in how design, innovation and sustainability intersect. What lies ahead is a new, holistic approach that champions environmental and ethical responsibility as core features of good design.?

Allbirds , On , Homethings , by Humankind and SURI are all examples of this transition away from surface-level aesthetics towards captivating consumer experiences. These brands embrace purpose as a strategy, weaving sustainability into the very fabric of their identity.

Looking ahead, we anticipate a wider adoption of sustainable alternatives that extends beyond industry pioneers. As the urgency to combat climate change intensifies, the design community has a crucial role to play.

By embedding sustainability into products and creating design-rich experiences that prioritise continuous value-creation, we can foster long-term behavioural change that positively impacts society, businesses and the planet.

Remember, small steps can make for big wins.?

Talk to us today about:

• Mapping your risk to opportunity roadmap.?
• Creating and testing value-propositions for your new sustainable products and services.
• Converting value propositions into winning product/service experiences.

Our future planet needs designing, so let’s start together.

Thank you for reading.?

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About Rodd

Rodd is a design and innovation agency dedicated to helping innovative brands do beautiful things.

We work within the inner circle of some of the world’s leading consumer brands and sustainable innovators.

For two decades, we have been at the forefront of brand innovation, helping our partners navigate strategic challenges and tell their story through beautifully executed design.

Together, we will help your brand decipher what’s right for your progress, for people and the planet.

Find out more on https://rodd.uk.com/ or drop us a line at [email protected]