Why create a brand when generating positive impact
- Jessica Oyarbide
- Jul 31, 2024
- 3 min read
Positive impact brands are those that recognize that business success is measured not only by financial returns, but also by the impact they have on people and the planet.
Brands with a Positive Impact are those that are driven by their powerful purpose. Embracing a purpose is much more than supporting a cause as a communication strategy or donating occasionally to an organization. It means getting involved, being part of the social or environmental issue you want to support with commitment and authenticity. It means aligning values and communicating through actions, not words.
There are brands that are born with the goal of contributing to solving or mitigating social and/or environmental problems, and others that choose to integrate positive impact strategies along the way. Those that manage to align their purpose, values, mission, vision, and business strategy toward an authentic purpose and committed actions aimed at a greater positive impact on people and the planet demonstrate that they are capable of generating engaged and loyal communities, who become brand ambassadors.
Within the types of Brands with Positive Impact, we can find different types of brands, some of which are sustainable, innovative, and inclusive brands.
Sustainable brands: Patagonia
Patagonia is a sustainable brand because it has made sustainability the core of its business, incorporating environmental and ethical practices into every stage of its operations. Since its founding by Yvon Chouinard, Patagonia has prioritized the use of recycled and organic materials in its outdoor clothing and gear, such as recycled polyester and organic cotton. The company promotes the repair and reuse of its products, encouraging customers to extend the life of their garments to reduce waste. Patagonia is also committed to fair manufacturing practices, ensuring safe working conditions and living wages for its workers and those in its supply chain. Through initiatives such as "1% for the Planet," Patagonia donates 1% of its sales to environmental organizations, demonstrating a tangible commitment to protecting the planet. With a strong stance toward environmental activism, Patagonia has led campaigns for the conservation of public lands and the fight against climate change, positioning itself as a leader in the field of sustainability.
Inclusive brands: Dove
For over a decade, Dove has been inspired by real beauty as a source of confidence, not anxiety. They seek to motivate women to be the best version of themselves, within the parameters of authenticity and uniqueness. Through their programs and initiatives, they encourage women around the world to develop a positive relationship with their appearance, helping them boost their self-esteem and realize their full potential. A key example is the Dove Self-Esteem Project, founded in 2004 to help the next generation of women grow up feeling happy and confident about the way they look. It provides self-esteem education to young people (primarily girls between the ages of 8 and 17) through lessons in schools, youth workshops, and online resources for parents.
Ethical brands: The Body Shop
The Body Shop is an ethical brand because from its inception, it has been committed to principles of sustainability, respect for human rights, and responsible business practices. Founded by Anita Roddick in 1976, the company has been a pioneer in rejecting animal testing for beauty products, adopting ingredients from sustainable sources, and promoting fair trade. The Body Shop has also been known for its social campaigns, fighting for causes such as the environment, women's rights, and equality. The brand uses recyclable packaging and promotes waste reduction. Furthermore, The Body Shop guarantees the traceability of its ingredients to ensure ethical practices throughout its supply chain. These efforts have earned the company recognition as a leader in corporate responsibility and positive impact.
Brands with social innovation: The Not Co
This plant-based brand was born to highlight that global food production, which is based on livestock farming, uses more than a third of the Earth's surface and emits more CO2 than all global transportation combined. It states that it follows inefficient and abusive standards, misuses water, land, and energy, and is the main cause of deforestation. It emphasizes the importance of eating plant-based foods to help our planet survive. To this end, using Artificial Intelligence, they created a food development platform that understands the molecules that make up ingredients of animal origin and searches for similar components in the more than 300,000 edible plants that exist. They generate all kinds of products, from burgers, dressings, cheeses, milk, and more.
If you need advice on integrating impact into your business, improving your brand and orienting it towards Positive Impact, or certifying your business with positive impact badges, write to jessica@marcasquemarcan.com
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