In an ever-evolving society, the only thing that remains consistent is change. Modern
consumer preferences differ greatly today compared to the past. To maintain a valuable
brand-consumer relationship, brands must identify these changes and apply them in their
strategies. One of many trending identifiable changes in modern consumers is an increased
sense of social consciousness. People have become concerned about a brand’s public
reputation and the impact that brands have on the environment and in our communities. This
is where PR sustainability comes in.

PR sustainability refers to prioritising the long-term impact a brand’s actions have on society
and the environment in addition to the short-term benefits of meeting consumer needs. It is
about applying principles and strategies that identify a brand as socially aware and eco-
friendly. PR sustainability is doing what is good while doing well.

The first step towards PR sustainability is identifying the actions and processes that are
harmful on the environment and society. For example, high-carbon emissions, material and
energy waste, the promotion of unhealthy living, etc. The next step is to develop principles
and strategies that lower the brand’s harmful impact such as a reduced carbon footprint,
recycling materials, saving on electrical energy consumption, and encouraging healthier
lifestyles. Lastly, a brand must make a public statement of its commitment to actioning these
principles and strategies.

Many brands make the mistake of wanting to appear as being sustainable without actually
applying the necessary actions required. This is referred to as ‘greenwashing’.
Greenwashing is when a brand publicly commits to sustainability principles to represent itself
in a positive light and maintain its reputation without actioning any strategies that make the
brand truly sustainable. Greenwashing is a short-term publicity stunt that is harmful to a
brand’s image and its relationship with its consumers.

Household brands such as Unilever, Coca-Cola, Shell, and H&M have all been accused of
greenwashing in the past. An article by the University College of Estate Management writes,
“Being truly ‘sustainable’ is far from easy. A staggering 98% of sustainability initiatives fail to
meet their objectives, according to research by Bain & Company, while research by Software
AG found that 82% of the 2,000 decision makers it surveyed would rather accept regulatory
fines than launch an initiative in the first place.”

Despite this, being a sustainable brand is worthwhile as it has many long-term benefits.
Sustainability solidifies a brand’s good reputation by building trust and credibility with its
consumers. It increases a brand’s value by meeting consumer expectations and concerns, it
is a great crisis management tool, it ensures brand safety which attracts investors, and it
differentiates a brand from its competition, giving the brand a great competitive advantage.

Examples of sustainable leading brands are Cape Union Market, MaXhosa and Stella
McCartney. MaXhosa and Stella McCartney are a stand-out amongst these brands as the
fashion industry is infamous for contributing to harmful social and environmental practices.
McCartney is known for being a pioneer in ethical designing, from never using leather or fur
to bettering the environment by protecting endangered forests. In a Harper Bazaar interview,
McCartney says, “It has truly been an honour to work alongside talented teams who embrace
the challenges of our era while building a brand with lasting significance. I can only hope that
my work in sustainability, innovation, and regenerative materials will serve to inspire future
generations. I believe it is really the way we need to work now and in the future.”

In this era of consciousness, the need for social and environmental change is evident and
sustainability has become necessary. Brands may find this strategy difficult to practice,
however, the actual difficulty will be in repairing the damaging long-term consequences of
avoiding sustainability.