Climate change - Is your business responding?

This is without doubt a challenging time for branding and with climate change consistently topping the agenda, brands must start thinking and behaving differently. As a specialist creative agency in the Built Environment for 30 years, Workhouse takes a look at the opportunities. 

"A brand is not what you say it is, it’s what THEY say it is.” Building a brand will always be a challenge but keeping this mantra close to your brand heart will ensure you won’t go far adrift. It’s a stark reminder that successful brands are built by understanding life through the lens of the customer in order to deliver indispensable value.

However, in what can only be described as a perfect storm of challenges and crises; the Covid-19 pandemic, climate change, Brexit, social inequalities….there has been a fundamental shift in everything we thought we knew about customer ‘perspective’ and motivations.

Organisations in the Built Environment have been caught in the very eye of this storm, navigating through not only supply chain disruption, skilled labour shortages and ever-shrinking margins but are now also increasingly held to account on their direct impact on the environment and the personal health and wellbeing of our communities.

With clients and specifiers increasingly asking new, tough questions and seeking ever greater transparency, now is not the time for these brands to respond with (seemingly) poignant posts and carefully selected hashtags, nor to issue a temporary logo colour change as a ‘mark of respect’ for a movement or issue. Brands need to dig deeper…

Get perspective

Everything you thought you knew has likely changed so as a priority, it’s important to get context for your brand. Brands thrive on loyalty, but loyalties are only as good as your relevancy right now. You might have the best reputation for aesthetic design but if your product can’t be recycled, or involves an environmentally damaging manufacturing process, you’ll lose not only the specification but the loyalty too, no matter its heritage

Data can only take you so far on this journey so get on the road, walk a mile (or two) in your customers’ shoes and see the world through their eyes. Understand their motivations, frustrations, challenges, choices, aspirations. Ask them directly, watch them work, feel their pain, get your context.

Think beyond sustainability

By definition, ‘sustainability’ deals with the notions of continuation and endurance, and sadly, (and probably unfairly) in brand terms, it seems to have become the climate crisis ‘bandwagon’. And the brutal reality is that the future of our planet requires a more transformative, proactive approach.

But brands that are genuinely ‘regenerative’ in their thinking and behaviours are already a step ahead. They have an eye firmly on the future, focusing on long-term brand equity rather than short-term profits. They think bigger, more laterally, more responsibly. They invest in innovation and creative leadership to challenge the status quo. They deliver more value by focusing on proactively enriching the lives and environments of all the people they touch, whether directly or indirectly. All the principles of brand building that ultimately pay dividends. Think regeneratively.

Be authentically passionate

Regenerative Provocateur and Consultant, Martin Brown, regularly speaks with authority on a global platform (most recently COP26 in Glasgow) about regeneration initiatives in the Built Environment. He has clear words of warning for brands lacking authenticity in their green motivations. “Words such as eco, sustainable, net-zero and green have ironically become empty words, used too often with various interpretations, further fuelling confusion and a lack of trust in the whole climate change conversation. My advice? Be clear and accountable about your claims and intentions.”

But if successful, memorable brands are built on differentiation and real, stand-out, authentic passion, surely this presents an unmissable opportunity to stand up and be counted rather than tick a ‘sustainable’ box.

Be transparent

So it goes without saying that your customers, future workforce and wider stakeholders have quite quickly become experts at sniffing out authenticity and will expect full disclosure on your brand’s motivations.

Martin advises, “Transparency need not be overly complicated and can be linked with existing management reporting. Your carbon commitment and progress can be verified through ISO 14001 or similar schemes. Regular updates to your website will demonstrate progress, give transparency and importantly, confidence to your customers. There are also product labelling schemes such as ‘Declare’ that list a product’s ingredients, environmental impact, origin and end of life management.”

Develop a regenerative culture

Heading into 2022, embracing a culture of incremental regenerative improvements, whilst not shying from transformational action, would be a wise and prudent move for brand strategy. Over the coming years, the steps we take on climate-related matters will be ever challenging, yet also providing one of the biggest opportunities we have ever had. Challenges and opportunities that will need passion, creativity, disruption and real leadership. Opportunities that sound right up brand’s street. 

  • To read this feature in full and access further Lancashire business news, advice and analysis subscribe to Lancashire Business View magazine or join the LBV Hub from just £2.50 per month. Click here to subscribe now.

Enjoyed this? Read more from Nicky Jepson, Workhouse

Latest news

1

Employer event to help keep region’s workers healthy Ben Harrison

Employer event to help keep region’s workers healthy

19 Jun 2025

2

Plan to get Lancashire working Lancashire Combined Authority

Plan to get Lancashire working

19 Jun 2025

3

Napthens confirms expansion into Manchester Stephen Faulkner

Napthens confirms expansion into Manchester

18 Jun 2025

4

Counting the cost of work-related illness David Dunwell and Jen Briggs

Counting the cost of work-related illness

17 Jun 2025

5

Where there's a Will there's a way to protect your legacy Olivia Holt

Where there's a Will there's a way to protect your legacy

17 Jun 2025

Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
LBV123 July/August Launch Event
Lancashire Business View magazine launch
Networking
16 Jul 2025

LBV123 July/August Launch Event

Burnley

08:30 - 10:30

Lancashire Built Environment Conference 2025
BEC 315 X 315 Px
Networking
25 Sep 2025

Lancashire Built Environment Conference 2025

Blackpool Football Club, Blackpool, FY1 6HX

08:30 - 13:00

CMI Level 5 Management and Leadership Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Management and Leadership Course

Preston Campus, Preston , PR1 2HE

09:00 - 17:00

CMI Level 5 Project Management Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Project Management Course

Preston Campus, Preston, PR1 2HE

08:00 - 17:00

RISE - The Academy for Female Leaders and Managers
WENDY BOWERS RISE Illustrstion copy.jpg.jpg
LBV Hub Seminars
02 Apr 2025 - 08 Oct 2025

RISE - The Academy for Female Leaders and Managers

East Lancashire Chamber of Commerce, Clayton le Moors, BB5 5JR

09:00 - 15:30

Chamber Business Lunch – June
Chamber Logo1.png.png
LBV Hub Networking
20 Jun 2025 - 20 Jun 2025

Chamber Business Lunch – June

Lancaster House Hotel, Bailrigg, Lancaster, LA1 4GL

11:00 - 13:30

90 day Business Planning Workshop
LBV Event Header.png.png
LBV Hub Seminars
20 Jun 2025 - 20 Jun 2025

90 day Business Planning Workshop

Bolton Arena, Arena Approach, Horwich, BL6 6LB

09:00 - 16:30

Moonlight and Memories Walk 2025
MMW.jpg.jpg
LBV Hub Fundraisers
21 Jun 2025 - 21 Jun 2025

Moonlight and Memories Walk 2025

St Catherine's Hospice, Preston, PR5 5XU

18:00 - 23:00

Emergency First Aid at Work – June 2025
Chamber Logo1.png.png
LBV Hub Seminars
23 Jun 2025 - 23 Jun 2025

Emergency First Aid at Work – June 2025

FGH Training 3rd Floor, Storey House, White Cross Business Park,, Lancaster, LA1 4XQ

09:00 - 16:00

Business Bike Club – July
Chamber Logo1.png.png
LBV Hub Networking
01 Jul 2025 - 01 Jul 2025

Business Bike Club – July

Various, Lancaster, LA

08:00 - 09:30

Chamber Breakfast Networking – July
Chamber Logo1.png.png
LBV Hub Networking
02 Jul 2025 - 02 Jul 2025

Chamber Breakfast Networking – July

St John's Hospice, Slyne Road, Lancaster, LA2 6ST

08:00 - 10:00

The Marketing Metrics that Matter – July 4
LBV Hub Seminars
04 Jul 2025 - 04 Jul 2025

The Marketing Metrics that Matter – July 4

Door4 Office, Burnley Wharf, Burnley, BB11 1JG

08:30 - 11:00

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more LBV122 Online Graphic
Subscribe now

Weekly news bulletin