Although sustainability is not a new concept, there’s no doubt it’s here to stay until either society operates very differently on a large scale, or the sea levels rise and marketing is the last thing on our minds. Nevertheless, the way brands approach sustainability and authenticity will evolve, as well as consumers’ perception of authenticity.
As we move into 2024, one trend that is gaining momentum is ‘Integrity Economics’, which according to The Pace of Progress: dentsu 2024 Media Trends, largely boils down to a strong emphasis on social and environmental responsibility, authenticity, and a genuine connection with culture.
Integrity Economics encourages brands to find their true purpose and mission beyond profit. It’s about understanding why a company exists and how it can positively impact the world. When a brand’s purpose is aligned with the values of its audience, it creates a powerful emotional bond that goes much deeper than the more shallow transactional relationships.
Authenticity also speaks to simply owning what you are as a brand. Sarah Bonnefoy, Senior Brand Strategist at Re:Brand uses KFC as an example of a brand that has learnt the value of this through experience.
“Since Simon Sinek’s golden circle theory, everyone has embraced the idea that a ‘why’ driven brand is likely to be more attractive than its competitors – at least if this ‘why’ is genuine and substantiated,” she says.
“The KFC example speaks for this. After years of trying to pretend they were ‘good fried chicken’, putting together ‘healthy’ menus or trying hard to prove they were not fuelling bad nutritious habits with kids, believing their ‘why’ was to provide ‘good food’ – they simply embraced that there is nothing really good about ‘fried chicken’ apart from the taste which happens to be just the most important part of their story!
“A few years ago, they finally decided to capitalise on what they truly were: an unhealthy, fatty, but delicious treat. Their comms are now driven by a ‘treat yourself’, ‘know your vice’ – ‘why’, and they have never been so successful. More and more companies seem daring enough to do this too within their own scope, so marketers should make sure they think about this.”
Another key pillar of Integrity Economics is a heightened focus on social and environmental responsibilities. It’s no secret that consumers have grown sceptical of brands that pay lip service to sustainability and corporate responsibility. In recent years, many companies have been called out for ‘greenwashing’ or ‘social-washing’ – making claims about their ethical practices that are not substantiated by concrete actions.
Consumers in 2024 will continue to be more discerning than ever, demanding transparency and proof of genuine commitment to social and environmental responsibility. Brands need to understand that storytelling and empty promises will no longer work. To do well in 2024, companies need to back their claims with concrete actions that demonstrate their dedication to sustainability.
Sustainable practices encompass a broad range of initiatives, from reducing carbon emissions to ethical sourcing and fair labour practices. In 2024, brands that prioritise sustainability will gain a competitive edge by appealing to conscious consumers who want their purchases to align with their values.
For instance, companies can invest in renewable energy sources, minimise waste through recycling and upcycling programmes, or source materials from ethically certified suppliers. Actions such as these, not only reduce a brand’s environmental footprint but also contribute positively to society by creating jobs and supporting their communities.
Enter JOLT, a network of EV charging stations located across Aotearoa, utilising its infrastructure to offer digital Out of Home media opportunities for advertisers.
Sophie Tyerman, JOLT’s Head of Marketing, says now that companies and brands have been talking about sustainability for many years, 2024 will be defined by brands taking meaningful action, which in the ad industry, is decarbonising marketing and media supply chains.
“New Zealand has been impacted drastically by climate change recently. Companies and brands are very cognisant of the impact that’s been felt, and know they have a responsibility to take action. Sustainability will be more top of mind than ever for communities and consumers, and it’s therefore going to be top of mind for brands’ strategies in 2024.”
She adds that many global and local agencies soon will be asked to report on their Scope 3 emissions, which include media and marketing.
“It will be expected that media owners reduce their carbon footprints and offer sustainable advertising supply chains, with the spotlight firmly on how brands are presented to consumers and how campaigns are executed to ensure ESG goals are met.”
Another challenge that companies may face is standing out from the crowd in this increasingly popular space. Sophie says the best way to get around this is by putting values and words into actions.
“Actions speak louder than words. To stand out in the crowd brands need to have genuine positive impact within their communities through developing positive products, services, and programs, whilst of course taking tangible steps to reduce their own emissions.
“Sustainability is already a key decision-making driver for consumers, and needs to be top of mind for all product developers and marketers alike. It’s all about being authentically sustainable.”
Action is a key part of what JOLT stands for, with its mission to shift to zero emissions mobility by providing free, fast and clean EV charging.
Additionally, JOLT’s urban charging and roadside Out of Home network is strategically positioned in bustling metropolitan areas, facilitating collaboration between governments and private landowners in the development of community-focused sustainable infrastructure.
“Brands partner with JOLT not only to reach high quality, engaged roadside/EV charging audiences, but also to be part of a meaningful journey, helping deliver critical, future-facing infrastructure and utility to the community,” Sophie says.
Pic’s Peanut Butter is another company putting its money where its mouth is. As a family-owned and run company, it has the ability to think and act differently to larger more corporate companies.
Aimee McCammon, Pic’s first female CEO and the second generation in her family to lead the company, is passionate about doing good for the community that Pic’s operates out of and is a big part of.
“We’re a huge part of the community in Whakatū Nelson where we’re based. We employ 50 people in the town and are big supporters of many local groups and initiatives. Our factory is open for free tours every day and we’re one of the leading tourist destinations in the town,” she says.
“We also have the world’s first solar-powered peanut roastery with a whopping 396 solar panels on our roof. Nelson is famous for its sunshine and in summer we can generate up to 60 percent of our power needs.”
The company is also a BCorp accredited company which means the company’s constitution requires it to consider people and planet equally with profit.
“It’s something we take very seriously and makes for some great discussions at the board table.”
Aimee’s advice for other business owners wanting to foster genuine connections with their audience is to believe in themselves. “Be guided by your own purpose and principles and the rest will come easily.
“It’s not enough to be in business to make money. You have to think about the bigger purpose – how does your company, and you individually as a leader and a marketer, make a difference in the world.”
This article was first published in our December/January 2024 issue.
