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4 Ways Brands Can Make Their Sustainability Initiatives More Authentic

Steven Li

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Brand Sustainability

As sustainability continues to become an important consideration for brands, particularly in areas like high fashion and hardware, sustainability reports have become increasingly popular. They show a brand’s dedication to transparency — that the brand understands it owes its customers and the general public honesty when it comes to its environmental footprint.

But sometimes good intentions don’t carry over to good PR, and that’s because either a company isn’t specific enough or is blatantly misleading. The scenario where brands try to sound more green than they actually are is often dubbed “greenwashing,” which often leads to boycotts these days.

So how can brands more authentically convey their sustainability goals? Here are four practical ways brands can approach making their sustainability initiatives more authentic and where you can find sustainability consulting to guide you through the process. But first, let’s talk about a big challenge.

The Big Challenge: Consumer Trust At All-Time Low And How Sustainability Consulting Plays A Role

The truth is: people don’t believe brands when they make sustainability claims anymore. That’s because some brands are simply trying to trick their customers into thinking they are more sustainable. That might work for you in the short term, but it is obviously completely unethical and absolutely not the right way to grow long-term value.

Here are a couple of ways brands can look to tackle that big challenge.

1. Make Specific And Verifiable Claims

Claims that are specific and verifiable are really easy to make if a brand actually cares about sustainability.

Claims like “we’re dedicated to including recyclable materials in our products starting 2019” leave consumers with more questions than answers. They include:

  • Which product lines will feature recyclable materials?
  • What percentage of your products will be made from recyclable materials?
  • Which recycled materials are being used?

Claims like these are verifiable but are too vague. To consumers, journalists, and pundits, they look lazy and disingenuous.

That is, if a brand actually cares to elaborate, it would include specific metrics that could be easily tracked. But these metrics are often a challenge to identify realistically.

2. Have More Bite-Sized Milestones

The other mistake that brands often make is dragging their initiatives on for long timescales. For instance, let’s say a brand were to claim: “We will achieve carbon neutrality by 2050.”

The brand may have amazing intentions, but if so, it should release smaller, easily-trackable milestones. Setting a goal for 30 years out leaves consumers in the dark.

Brands should, of course, prioritize being better citizens of the environment in their sustainability initiatives, but undeniably, they also use them to draw environmentally-conscious consumers in.

If that’s the case, your consumers should have a way of holding you accountable for your promises … in their lifetimes. And putting your brand out there in a way where it bears the responsibility of the claims it makes is critical in garnering consumer support.

3. Work With Independent Auditors To Verify Claims

With all the greenwashing going around, you shouldn’t expect your customers to trust everything you say.

If you’re truly doing something sustainable, you should have no problem working with independent auditors to verify your claims. This way, when you share your data with the world, a third-party that has no incentive to promote misinformation has vetted it.

But that’s also why you have to work with independent auditors. Leaving no doubt in your consumers’ minds about your dedication to sustainability is how you build trust.

Without trust, your sustainability initiatives are in vain, regardless of whether your intentions are true or misleading.

4. Publish Annualized Sustainability Reports, Including Both Successes And Failures

And with the results comes a possibility of publishing them. Brands, too often, only publish data that helps their brand. Of course, that’s the common-sense way of doing things, but part of being honest is telling the whole story, not just the part that helps you.

If you’re missing your sustainability targets, it’s more genuine to let your customers know that you’re working hard to get back on track than hiding those statistics under the rug. This way, when you’re making substantial progress, your customers are going to be rooting for you.

Your reports are going to be more about transparency than they are about making a sales pitch. And that’s what annualized reports are about anyway — transparency.

That’s why you have to include your failures in them in order to truly achieve what you claim to be going for. And further, doing so makes your brand vulnerable, and that is a pivotal part of building consumer trust.

How Sustainability Consulting Can Help

As consumer trust in brands is at an all-time low, sustainability is an area that is certainly no exception. And if brands want to get that consumer trust back, it doesn’t just come down to making commitments.

It also inevitably comes down to how you frame your initiatives, and that is where sustainability consulting can help.

The messaging when it comes to sustainability campaigns is critical. Your company could be running a genuine, heartfelt campaign, but without the right messaging, those efforts are in vain.

That’s why sometimes it’s worth having professionals by your side to help shape that brand messaging and guide you across the finish line.

We like working with brands who have a genuine interest to operate environmentally-conscious businesses to make their messaging authentic and personable. So if that sounds like you, reach out at steven@mediusventures.com.

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This Restaurant Giant Is Making An Ambitious Commitment To Sustainable Packaging

Avery Maloto

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With 12 Taco Party Packs and refreshing Baja Blasts, there is no question as to how Taco Bell attracts over 40 million customers each week in the United States. Unfortunately, each of these orders presents a more pressing issue: sustainable packaging. 

Each year, only 29% of all fast-food containers and packaging are recovered. The rest accumulates in landfills, unable to serve another purpose in their lifetime. Fortunately, Taco Bell wants to address the issue of sustainable packaging.

Kicking 2020 off with a bang, the fast-food giant recently released a plan promising a sustainable mindset. Here’s what its plan is all about.

Sustainable Packaging: Recyclable, Compostable, and Reusable Products Only

Last week, Taco Bell announced its goal to make all consumer-facing packaging recyclable, compostable, or reusable by 2025 world wide. 

With 7,000 stores open across the globe, the company sits as one of the largest fast-food corporations in the world. However, with this comes great environmental responsibility. Fortunately, Mark King, Taco Bell’s CEO, is already preparing for the company’s future.

In his own words, “As Taco Bell expands its footprint, our responsibility to drive positive impact increases.”

Taco Bell CEO Mark King emphasizes his company's increased focus on sustainability. 
Credit: Washington Speakers Bureau
Taco Bell CEO Mark King emphasizes his company’s increased focus on sustainability.
Credit: Washington Speakers Bureau

King adds, “Our business growth in the last decade has positioned us to create change for good and implement creative solutions for our planet, our people and our food. We’re excited to shake things up and make 2020 even more about what matters most: our purpose”.

Fast-Food Giant Eliminates Chemicals and Adds In-Store Recycling Opportunities

In order to achieve its goal for sustainable packaging, Taco Bell is altering many of its products. 

Moving forward, several things such as fountain drink cups to paper bags will no longer have PFAS, Phthalates, and BPA. Despite being found in many food packaging, there is an unsettling link between these chemicals and multiple negative health effects.

For example, research suggests that BPA, or bisphenol A, may cause cancer and affect brain development in the womb.

By doing so, the brand strives to increase its products’ ability to be recycled, compostable, or reusable. Taco Bell did not release any information on what materials they will be using in its future packaging.

In addition to this, Taco Bell will also be offering sustainable in-store options in the near future. As of right now, these changes include implementing recycling and/or composting bins into all restaurants (where infrastructure permits).

However, there is a possibility that the restaurant will soon be supplying reusable food baskets for dine-in meals.

Taco Bell’s Previous Actions On Sustainable Packaging

In 2019, Taco Bell banned plastic straws from all of its locations in Romania and Moldova. Unfortunately, the company does not have any official commitments on bans involving plastic bags or foam containers.

Reducing Its Carbon Footprint

There is no doubt that Taco Bell is ringing in the new year with ambitious goals. However, this is not the first time that it has tried to implement sustainable goals. 

In 2019, the fast-food giant publicized 7 of its prioritized goals. Surprisingly, almost half of them can be attributed to reducing its carbon footprint.

For example, Taco Bell vowed to work to ensure that all its beef is sustainable, as well as to improve recycling efforts and include menu diversity for those leaning towards a plant-based diet

Although already having successfully launched new favorites like the Black Bean Crunchwrap, it seems like Taco Bell hopes to continue this momentum.

As another one of its 2020 goals, the company is currently striving to be the number one QSR for vegetarians.

Needless to say, environmental activists, vegetarians, and flexitarians around the globe are all happy for these announcements.

It’s Time For All Fast-Food Brands To Use Sustainable Packaging

With its efforts, Taco Bell is one of many fast-food restaurants to begin adopting a greener mindset. Working with similar ideas, McDonald’s, Starbucks, and Subway have already made sustainable commitments. However, there is still room for improvement in this industry.

Although there are many options for companies to reduce their environmental footprint, there are a few ideas that should be implemented as soon as possible:

  1. Reduce packaging or use of plastic wherever possible.
  2. Ditch hard to recycle materials such as polystyrene.
  3. Like Taco Bell, offer in-store recycling opportunities.

By doing so, monumental change can quickly occur.

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JetBlue Airways Will Become Carbon Neutral By July 2020, Making It The First In US History

Avery Maloto

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jetBlue promises to become carbon neutral in July 2020.

This year, JetBlue Airways Corporation may become the first large U.S. airline to go carbon neutral.

As the quickest way around the world, the airline industry engages with over 4 billion individuals each year. However, it is one of the largest contributors to global greenhouse gas emissions.

Shockingly, a singular commercial flight produces more carbon dioxide than the amount that some citizens produce in an entire year. Taking note of the situation, environmental activists are putting the travel industry under fire and calling out its contribution to climate change.

However, amidst all of the criticism, JetBlue is choosing to step up to the challenge.
In order to do so, the company is set to invest in eco-friendly projects across the globe.

JetBlue Goes Green With Fuel Choices

In a press release publicized on Monday, JetBlue vowed to mitigate emissions and go carbon neutral by July 2020. With expanding efforts, JetBlue can offset 15 to 17 billion pounds of carbon dioxide emissions annually. This is equivalent to removing 1.5 million passenger vehicles off the road each year. 

As the leading project in its initiative, the company will be beginning to use sustainable fuel for all flights outbound of San Francisco. Fortunately, the fuel is already fully compatible with the existing jet engine technology.

JetBlue commits to using sustainable fuel for all flights outbound of San Francisco.
JetBlue commits to using sustainable fuel for all flights outbound of San Francisco.

Sustainable fuels, or biomass fuels, are any fuels derived from a once-living matter. For example, wood, corn, and other waste from agricultural crops are used in its production. This provides a sustainable solution to fossil fuels being popularly used today. 

As of 2018, airplanes produce 11% of all CO2 emissions in the world and significantly contribute to climate change. However, by utilizing this alternative, JetBlue says that they can reduce each flight’s fuel carbon footprint by 80%.

JetBlue Makes Becoming Carbon Neutral A Group Effort

On top of its sustainable fuel swap-out, JetBlue stated that they will continue to partner with Carbonfund.org. As a U.S. nonprofit organization, Carbonfund.org focuses on reducing carbon emissions and creating climate solutions.

The airline company and the nonprofit have been working together since 2008. In the last 10 years, the two have already mitigated more than 2.6 billion pounds of CO2 emissions.

On top of this, JetBlue now has new carbon offsetting partners. Adding to the list, EcoAct and South Pole are working with the company to promote carbon-neutral travels. 

Airline Goes Green On Land Too

As part of its carbon offsetting program, the airline company is engaging with projects around the world to mitigate the overall need for jet fuel. Focusing on areas that will opt for eco-friendly, renewable resources, JetBlue is striving to lower emissions in the atmosphere when possible. 

Currently, JetBlue announced support of carbon offset projects such as:

  • Forest conservation by declining plans that will convert forests for other purposes.
  • Promoting landfill gas capture (LFG) and converting it into renewable energy resources. 
  • Developing solar and wind farms to replace the need for fossil fuels like coal, diesel, and furnace oil.

JetBlue did not disclose the cost of any of its sustainable programs.

Collaboration Pivotal in Becoming Carbon Neutral Industry-Wide

According to JetBlue CEO Robin Hayes, the solution to this problem is a community effort. 

JetBlue CEO wants other airlines to join in the fight to become carbon neutral.
JetBlue CEO wants other airlines to join in the fight to become carbon neutral.
Credit: Lori Hoffman/Bloomberg

“The airline industry is one of the few industries that has collectively committed to an international emissions reduction goal,” said Hayes. “Air travel brings so much good to the world and JetBlue has always been about making our essential industry better. Carbon offsetting is a bridge to, not a silver bullet for, a lower carbon future. Reducing and mitigating our greenhouse gas emissions is a fundamental aspect of our business plan and our mission to inspire humanity.”

Hopefully, JetBlue achieves its mission and inspires others to do the same. If several other companies follow JetBlue’s environmental initiatives, the future of airline travels may be promising.

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Spanish Energy Company Invests $500 Million In South Australian Renewable Energy Park

Rich Bowden

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Recently, Spanish renewable energy company Iberdrola announced that it would invest $500 million in an Australian renewable energy park. Set to be located in Port Augusta, South Australia, the 320MW hybrid solar and wind farm will be operational as soon as 2021. 

Why Australia for a New Energy Park?

Currently, Iberdrola already has over 30GW of installed capacity, in Europe, the US and South America. But at the moment, the company has very little presence in the Asia-Pacific region.

Consequently, looking to Australia as a high-potential renewables market, Iberdrola believes its investment in the new energy park can be a good first step into the region.

Recently, Iberdrola’s Head of Renewables Xavier Viteri told Australian media outlets that his company has major plans for Australia. Indeed, Port August presents a great opportunity for wind power, and solar power is a formidable supplement, Viteri mentioned.

Perfect Location for Renewable Energy Park

According to DP Energy’s Australia Manager Catherine Way, the energy park in Port Augusta is “shovel ready”.

Based on the DP Energy website, the chosen location allows the project to optimize for balancing wind and solar generation. Moreover, its placement will allow for an approach that is more tailored to the needs of the electric grid.

Is the Australian Renewable Energy Market Coming Back?

South Australia is not new to renewable energy innovation. For instance, in 2017, Tesla CEO Elon Musk won a $65.5 million bet with the South Australian government by installing a massive 100MW battery in the state’s north within 100 days.

Iberdrola announced it will invest more in renewables throughout Australia. The announcement has boosted the Australian renewable energy market, which has experienced a recent downturn.

The question is: will Iberdrola’s new $500 million investment be enough to encourage other companies to bring back the Australian renewable energy market?

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