Companies that invest in sustainability are discovering that rebranding can attract consumers willing to pay more for environmentally friendly products. However, amidst branding trends, experts warn: a strategy is needed that goes beyond a simple packaging or logo change.
According to a Capgemini survey, 79% of consumers prefer to buy products from brands with sustainable practices, and 44% say they would be willing to pay up to 20% more for these products. Large brands like Natura and Danone have already recognized this change in behavior and are investing heavily in sustainable practices that go beyond simple marketing communication, restructuring their internal processes.
SecondAna Celina Bueno, marketing specialist, partner and founder ofCommunication AccessCoherence is essential for the strategy to work. "The company that associates sustainability with its product or service needs to integrate these values into all its actions. It's not enough to have recyclable packaging or to use impactful words. the consumer is attentive and, if they realize that the discourse does not match the practice, trust is lost," explains Ana Celina.
Where to start with a sustainable rebranding
The increase in consumers' willingness to pay more for green products is reflected in examples like L'Oréal, which reformulated its beauty product lines to reduce carbon footprint and promote recyclable packaging. The brand saw an increase in demand for these sustainable lines, showing that when authenticity is present, rebranding becomes a competitive advantage.
ToRodney Torres, Creative Director ofCommunication Access, the new consumer priorities reflect this change in mindset. "Today, the consumer does not see the price of a sustainable product as an expense, but as an investment in a better future. Brands that understand this transformation are one step ahead in the market," comments Rodne.
He led the creation of the group's most recent campaign. The proposal uses the narrative "The Future Started Yesterday" to connect its past, present, and future actions, highlighting pioneering in socio-environmental practices. In cases of rebranding, the work is even more in-depth, altering the most basic structures of a brand's identity to convey purpose and reliability.
Rebranding is about identity and connection
Many companies, when opting for a redesign of their brands, make the mistake of focusing only on new colors, logos, and packaging with environmental seals. Although these changes are important, they must be accompanied by clear and educational communication.
A study by Harvard Business Review shows that consumers are more informed but still have difficulty understanding the true importance of labels like Fair Trade or Rainforest Alliance. This highlights the need to educate the public about what each certification represents.
For companies looking to invest in sustainable rebranding, the path is clear. Transparency, education, and consistency are the pillars that can turn a simple brand renewal into a growth boost.
