How to build a sustainable brand (and stay obsessed with it)

RESOURCES

9 May

Building a sustainable brand in 2025 isn’t just a smart business move, it’s a cultural necessity. The world’s waking up. Audiences can smell greenwashing from a mile off, and they’re hungry for brands that actually walk the talk. If you’re building something from scratch or evolving an existing business, sustainability can’t be a bolt-on. It has to be part of your brand’s DNA.

So let’s talk about how you do that, properly. With intention, with integrity, and yes, with a touch of creative obsession.

Step one: define what sustainability actually means to you

First things first. Sustainability looks different to everyone, and that’s fine. Maybe you’re focused on reducing waste in your supply chain. Maybe you’re obsessed with fair pay, or want to centre mental health in your brand culture. The key is to be specific and honest. Not every brand needs to tick every single box, but you do need to be clear on your intentions.

Quick audit for clarity:

What are your current practices?
Where’s the biggest potential for impact?
What sustainability issues actually connect with your brand’s purpose?

This isn’t about copying what your competitors are doing. It’s about aligning sustainability with what your brand stands for and getting laser-focused on doing that well. If you’re a product-based business, that might mean obsessing over packaging and materials. If you’re service-led, it might mean championing wellbeing or anti-racist practices internally. Don’t try to do it all. Do something and do it properly.

Step two: make it visible in your brand identity

This is where most brands get it wrong. They slap a recycled paper logo on their Instagram and call it a day. But sustainability has to be baked into the look and feel of your brand. If you’re sustainable behind the scenes but your brand identity is still shouting capitalism-at-all-costs, something’s not adding up.

Here’s what to think about:

Does your design reflect simplicity and responsibility, or is it all gloss and waste?
Are your fonts and colour choices inclusive and accessible?
Are your messages around sustainability consistent across platforms?

And don’t overcook it. There’s a real elegance in minimal, intentional design that whispers “we care” without screaming “look at us recycling!” Sustainability can be stylish, intelligent and premium. Show your audience you understand that.

Step three: interrogate your biases

Let’s go deeper. Sustainability isn't just about the environment, it’s about equity. And too many brands still carry old-school baggage that makes their idea of sustainability feel very... narrow.

Spot the bias:

Are all your models white, able-bodied, size eight and cis?
Does your tone of voice feel exclusive or corporate?
Have you considered how your brand interacts with privilege?

None of this is about being perfect, but it is about being aware. Bring in more voices, widen your lens and get serious about inclusive representation. That means your creative team, your suppliers, your leadership and the people in your brand imagery. Because sustainability that isn’t intersectional? It’s just surface-level activism.

Step four: build a community, not just a customer base

The most sustainable brands are the ones that exist in conversation with their people. This isn’t about broadcasting, it’s about building. Find your community and create space for them to engage, contribute and be heard.

Ways to activate your community:

Partner with grassroots organisations or local changemakers
Share your platform with underrepresented voices
Create co-designed products or services with your audience
Host events, talks or workshops where dialogue is the goal

Your community is your secret sauce. They’re the ones who will amplify your message, call you out when you miss the mark and hold you accountable. Treat them like collaborators, not just consumers.

Step five: create rituals of transparency

Transparency is the real flex. And it’s so much cooler than pretending you’ve nailed it all. People want to see the messy middle. They want updates, roadmaps, honesty. Don’t wait until you’re ‘done’ to share your progress. Share your in-progress. That’s what builds trust.

What to share:

Annual impact reports with the wins and the misses
Breakdown of materials, sources and certifications
Team values, hiring practices, pay equity initiatives
Real-life examples of how you course-corrected

And remember, you don’t need to sound like a legal doc to be credible. Write it in your brand voice, keep it digestible, and stay human. That’s what connects.

Step six: stay obsessed

Sustainability isn’t a task list, it’s a mindset. It’s about staying curious, staying informed and staying ready to evolve. The moment it becomes just another marketing KPI is the moment it loses its soul. You’ve got to care, genuinely. Not just for the optics, but because you believe your work can be a force for good.

So read the reports. Follow the activists. Check your blind spots regularly. Audit your suppliers. Change your mind when better information shows up. And surround yourself with other people who give a damn. That’s how you build a brand with longevity, relevance and resonance.

Correcting the hidden stuff (because we all have it)

Let’s also get clear on where sustainability conversations can subtly exclude or mislead:

Sustainability isn't only for luxury brands. Budget-friendly, accessible businesses can and should be sustainable too.
It’s not just about stuff. Product-based businesses aren’t the only ones who need to get it right. Service-based brands have culture, policy and hiring practices to think about.
It doesn’t have to be aesthetic. A perfectly beige feed doesn’t equal climate action. Let’s stop gatekeeping the “look” of sustainability.
It’s not one-size-fits-all. There are thousands of ways to show up sustainably. Celebrate the nuance.

We correct this by widening the conversation. By spotlighting diverse examples. By refusing to centre just one version of “doing it right.”

Building a sustainable brand isn’t a box-tick. It’s a practice. It’s about showing up, every single day, and choosing to make better decisions. Sometimes they’ll be small. Sometimes they’ll be transformative. But they’ll always matter.

Let this be your permission slip to obsess. To dig deep. To build a brand that’s not just beautiful and smart, but also deeply responsible. Because honestly? That’s what the future demands. And that’s the kind of work we can be proud of.

Need a checklist or a downloadable version for your audience? I’ve got you. Want help auditing your brand’s sustainability story? Let’s talk.