While ‘sustainability’ is a term used everywhere today, it’s still a relatively new concept, with lots of unknowns, covering many aspects, from environmental impact, to social responsibility, ethical sourcing and much more. 

As Jil Zilligen, VP for Environmental Initiatives at the Patagonia brand commented “Nobody really knows how to become sustainable - it’s never been done before”.  Good point! So why are attempts at more sustainable practices so often criticised for not being good enough? Is there too much emphasis on achieving perfection? 

Patagonia is often held up as a shining example of sustainable business, yet chairman Charles Conn rejects the label of sustainability. Though this may seem at odds with the brand and everything it stands for, this position actually reinforces Patagonia’s ongoing commitment to continually doing better. Claiming that the business is sustainable would imply complacency and stagnation. This reframing embraces a sense of growth and a desire for improvement. A shift towards never being satisfied with ‘good enough’ continually raises the bar and means the brand is never going to rest on its laurels.  

Behind Patagonia’s stark honesty and desire to continually improve lies a powerful insight that gives the brand a distinct and compelling perspective. Others can learn from this reframing and start their own journey, viewing sustainability as an ongoing journey. 

If we accept that there isn’t a clear endpoint maybe this would make starting the journey and each step along the way more manageable.  

This focus on perfection has led to a corporate fear of being shamed and shunned for greenwashing and a reluctance to go public with brand initiatives unless they’re watertight. Large corporations may feel stymied, fearful of past behaviours being highlighted and motives for the future thrown into doubt. Or restricted by existing infrastructure and the pace at which they can change. 

Of course, it’s easier for new start-ups to incorporate sustainability. They can incorporate sustainability into all aspects of their business from the outset. The flexibility to experiment, to adapt. Rather than overhauling existing infrastructure or systems, they can build their operations around sustainable principles. No replacing a fleet of diesel vehicles for electric. No pack redesign to remove plastic – and the knock-on effect this has on the machinery required, product stability, storage, transportation and everything else in their value chains. 

For brands with unsustainable legacies, the first hurdle is to acknowledge their past actions and behaviours. It's essential to be transparent about any negative environmental impacts caused by previous practices. By openly acknowledging these, companies can demonstrate their commitment to change and rebuild trust with consumers.  

It’s an important first step on the journey. To come clean and be open. Everyone accepts that we can’t change the past. But we all know we can learn and do better. 

While established brands may face challenges when it comes to embracing sustainability, maybe we need to think of it as a marathon not a sprint.  

Several companies are transforming their operations to prioritise sustainability. You may not agree with all of them, but they have started their journey: 

• Unilever: Unilever is a prime example of a company that shifted its focus towards sustainability. Through its Sustainable Living Plan, Unilever aims to reduce its environmental impact while improving social conditions. By committing to zero waste and reducing greenhouse gas emissions across its value chain, Unilever has positioned itself as a sustainable leader in the consumer goods industry. 
• H&M: H&M faced criticism for fast fashion practices but made significant strides towards sustainability through its "Conscious Collection" line. This collection features garments made from organic cotton and recycled polyester. H&M also introduced recycling programs where customers can bring unwanted clothes for recycling. By actively addressing its past practices and offering sustainable alternatives, H&M has shown consumers its commitment to change. 

Transforming perceptions about sustainability when saddled with legacy behaviours is not an easy task for brands. However, by recognising past mistakes, setting clear goals and implementing sustainable practices, all brands can pave the way towards a more sustainable future while rebuilding trust among consumers. 

Telling it like it is can be a first step towards earning trust from consumers. Tell your audience where you are today and where you’re intending to go invites them to join you on a journey. The public can be very forgiving towards those who start from a place of humble openness and aim for somewhere better. 

Rather than trying to be ‘sustainable’ we should look at how we can be more sustainable. By reframing the challenge in this way, we accept that it’s an ever-evolving journey, never static. 

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