For many companies, sustainability has become an essential part of their business strategy. This is not only in the fight against climate change and the loss of natural resources but also driven by (international and national) regulations and stakeholders.
Companies that effectively integrate sustainability into their communication have a significant advantage. They embrace their (social) responsibility while simultaneously strengthening their brand by demonstrating transparency and authenticity.
In a previous blog article, we focused on practical tips for effectively communicating about sustainable business practices. In this article, we highlight three companies that powerfully communicate (online) about their sustainability efforts: LEGO, Patagonia, and Unilever.
LEGO is a company that increasingly places sustainability at the heart of its operations. Known worldwide for its colorful plastic building blocks, the company has set a firm course towards sustainability. Given that their products are made from plastic, a material contributing to environmental pollution, LEGO faces the challenge of becoming more environmentally friendly and effectively communicating this to the public.
The company has set ambitious goals, aiming to produce all its bricks from sustainable materials by 2032. A step in this direction was made in 2018 when LEGO introduced its first bricks made from plant-based plastics derived from sugarcane. Packaging is also becoming more sustainable, with LEGO planning to triple its sustainability budget to three billion dollars by 2025.
What makes the toy manufacturer successful in its sustainability communication is its openness to customers, especially young consumers. Through its dedicated sustainability website, visitors can follow the latest developments in eco-friendly practices, from new green initiatives to progress reports on sustainable goals. LEGO makes extensive use of social media and collaborations with educational institutions to raise awareness. Through educational programs, children learn about sustainability and get the chance to engage in eco-friendly initiatives. This is a smart way of communicating as it binds future generations by not just selling products but also conveying a message of responsibility.
Some concrete examples include encouraging the passing on of LEGO bricks to future generations—moving towards circularity—and the rollout of the ‘Build the Change Program,’ which globally engages over two million children in thinking about sustainable play.
Patagonia, an outdoor clothing brand, is known as a pioneer in sustainable business practices. The company has embedded sustainability into every layer of its operations. While many companies see sustainability as an addition to their brand, for Patagonia, it is the core of their identity. The company not only focuses on sustainable products but also actively communicates about environmental issues and social justice, emphasizing action and awareness.
One of the most striking aspects of Patagonia’s communication is its transparent approach. On its website, the company shares detailed information about the environmental impact of its products, such as water and energy usage in the supply chain. Additionally, the company encourages consumers to buy less and use their products longer by offering repairs through the “Worn Wear” program. This initiative shows that Patagonia not only preaches sustainability but also practices it by motivating consumers to repair their clothing instead of buying new items.
What sets Patagonia apart from many other companies is its activist tone. The brand dares to take political stances on climate change and environmental pollution. Through social media and campaigns, Patagonia directly involves its customers in environmental issues, making the message authentic and credible.
Unilever, one of the world’s largest FMCG companies, has implemented a highly ambitious sustainability strategy: the “Unilever Sustainable Living Plan“. Launched in 2010, this plan focuses on three pillars: improving people’s health and well-being, halving the environmental impact of their products, and enhancing livelihoods globally. Through this broad approach, Unilever aims to expand its influence on both environmental and social issues.
On its Belgian website, this multinational highlights several concrete sustainability actions, including a AAA rating in 2023 for CDP forests, water, and climate, a 74% reduction in greenhouse gas emissions since 2015, and a 50/50 gender balance in management. The company publishes annual reports showcasing its progress in sustainability. Unilever closely collaborates with NGOs and governments to achieve its sustainability goals.
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