What's so funny about sustainability?

At the end of a networking event last night at the Sustainable Brands conference, Annie Longsworth, Head of Cohn & Wolfe’s Sustainability Practice, held up a Flip camera and with a wry smile asked: “What’s funny about sustainability?” I wasn’t sure if it was the pressure of being filmed or if there just isn’t anything funny about it, but for a few uncomfortable seconds, I was stumped.

Apparently, I wasn’t alone. Annie had posed the same question to a number of folks at the Sustainable Brands conference in an attempt to add some levity to a heavy topic. Regardless, no one could come up with anything. No one-liners. No witty puns. No knock knock jokes. Nothing. It doesn’t mean that no one working in Sustainability has a sense of humor, or that they’re all scolds, bent only on shaming polluters and other ne’er-do-wells. It does probably mean, however, that most of the people here have something else on their mind.

Regardless, of the still stalled global economic environment, and even without the BP disaster serving as a terrible reminder, the issue of sustainability remains an important one to consumers around the world, and it’s only a matter of time before every business is expected to have an authentic sustainability story.

In fact, “green” has become a fundamental brand attribute trailing only ‘good value,’ ‘trustworthy’ and ‘cares about customers’ in importance in purchasing decisions. This is one of the many key findings from the 2010 Green Brands survey, which was released from the conference on Tuesday. It’s a dramatic shift in awareness and expectations among consumers. Compare it to the first Green Brands survey in 2006, when it was apparent that for many consumers, a company could be perceived as environmentally conscious if the color green was in its label or packaging.   

This year’s survey is the sixth and the largest ever with 9,000 respondents across eight countries (Australia, Brazil, China, France, Germany, India, US, and UK). Done in partnership with Landor Associates and Penn, Schoen & Berland (PSB), and Esty Environmental Partners, the poll identifies emerging trends related to consumer perception and purchasing behavior of “green” products and ranks nearly 500 brands worldwide. Here are a few key findings. You can view a more complete picture of the survey’s results here.

• Though barriers to going green and specific environmental concerns are not consistent around the globe, overall a strong consumer commitment to purchasing from green companies is shared.

• A majority of consumers plan to spend the same or more money on green products in the coming year, with more than 70 percent of consumers in China, India and Brazil saying they will spend more.

• The hurdles most cited are price (U.S., UK, France, Germany, Australia); selection (Brazil, India) and confusing labeling (China).

• Companies must not only develop environmental strategies to address their environmental impact, but they also need to connect with consumers in a compelling and relevant way on a market-by-market basis.

• Consumers from all eight countries agree that the most important step a company can take to demonstrate its “greenness” is to reduce the amount of toxic or other dangerous substances in its products and business processes. 

Another of the interesting trends the study revealed is the consumer recognition of ‘helper brands,” companies that provide information and tools to consumers. While preference for brands that are ‘in me, on me, around me’ is still prevalent, consumers also value brands that make going green easier for them through online tools, tips and other forms of engagement through communication. 

With so much of the news devoted to the Gulf spill, there is a renewed focus on sustainability. Tragedy can create hope and communications can galvanize interest and get people and businesses to act. If your company has a sustainability story to tell, be authentic and transparent. Shape a conversation about the transformation taking place in your business every day. Be sure the story is simple and sharable even as it’s richly complex. Present facts that are clear and relevant and within a narrative that is accessible and inspirational and motivates loyalists. And keep seeking the humor – we’re gonna need it!  

Here’s my attempt at some sustainability humor: A humpback whale, rocky mountain spotted owl and Al Gore all walk into a bar. Bartender says what’ll you have? Humpback whale says, “Spritzer.” Spotted Owl says “Coffee.” Al Gore pauses, looks around the room and sees Jacque Cousteau slumped across the other end of the bar, “I’ll have what he’s having.”