A subject that has been under discussion for some time now is that of ‘ecobranding’. For those of you who are not familiar with the term, it refers to the integration of more global aspects such as respect for the environment, sustainability and respect for human rights into the brand concept.
In other words, we are dealing with a brand philosophy that not only seeks the economic benefit of the company, but also aims to build the brand based on values that promote respect for the planet and transparency towards people.
This results in companies that seek to reduce their environmental impact by optimising resources, increasing efficiency in their processes and reducing costs, while maintaining quality and their business objective.
The ecobranding brings different strategic advantages to companies, such as:
- Access to new customers who increasingly value and identify with brands that demonstrate their commitment and responsibility to the environment and understand it as an added value compared to other similar products on the market.
- The quality and durability of products is increased.
- Production costs are lowered by saving materials and optimising processes.
- Corporate reputation is established.
The benefits of building brands based on these values generate benefits not only for companies but also for the environment. Sustainable brands minimise their ecological footprint by using recycled or biodegradable materials, in many cases support initiatives that benefit local communities and seek to develop new technologies, methods and processes that reduce environmental and social impact.
Consumers also benefit from supporting more sustainable brands, and where they find companies that share their environmental and ethical values and commitments. In this way, consumers feel part of a movement that promotes greener economies that will ensure a healthier planet for future generations. A connection is generated between brand/company and consumer.
We can consider that, broadly speaking, the characteristics of a sustainable brand are:
- Use of sustainable materials in its production.
- Reduction in the use of resources.
- Transparency regarding the origin of materials and manufacturing processes.
- Quality of its products.
- Commitment to innovation.
Visually, all this results in the design of brands and logos that reflect the organisation’s commitment to this philosophy of a company committed to sustainability, visualisation of the use of more sustainable technologies, or the development of these, and the use of more environmentally friendly products in its manufacturing processes.
A clear example of a company that has committed to this philosophy in the manufacture of its products is 
.
The Catalan company has just launched a new range of products for oral health, marketed under the brand name 
.
The products themselves, toothpastes, mouthwashes and toothbrushes, as well as their packaging, are sustainable and environmentally friendly while meeting the highest expectations of consumers who are committed to the use of more natural products, with more than 90% natural ingredients and 100% recycled and 100% recyclable packaging, thus considerably reducing the environmental impact.
The colours used in the products and their packaging already conceptually suggest this approach to ecology, to naturalness, to a commitment to caring for people and also for the planet.
In conclusion, we can say that companies that are committed to eco-branding improve their corporate image and build loyalty among their customers, who are increasingly aware and demanding in terms of sustainability and commitment to the planet and the society in which we want to live.
Article by Imma Miralles.
