Blending Sustainability Into Brand Comms

A marketer from a B Corp-certified clothing retailer recently approached us – worried about talking publicly about their company’s environmental initiatives for fear of scrutiny and a cautious sustainability team. The classic “green hush”!

When thinking about brands successfully dealing with these challenges, confidently communicating their green credentials, Bird & Blend Tea Co. sprang to mind. With their ‘open and often’ comms about their commitment to people and the planet, Bird & Blend is a great example of how marketing and sustainability teams work hand-in-hand to educate and inspire customers.

So, I spoke with Bird & Blend’s Sustainability Manager, Cush, and Head of Brand, Catherine, to find out how…

At the Heart From Day One

From the off, co-founders Krisi Smith & Mike Turner have been personally invested in the impact their business has. This set the tone for the brand. The marketing team knows they can talk openly about the company’s purpose with confidence and transparency. Bird & Blend is very transparent about sustainability – acknowledging that there may be trade-offs but doing something is better than doing nothing.

Cross-Functional Collaboration

With care for the environment at its core, not only are the marketing and sustainability teams completely joined up, the alignment between the leaders of every department plays a big role in giving the business confidence to communicate. The Heads come together regularly to make sure everyone’s viewpoints are heard and each angle is well thought-through. 

Bringing Customers Along

Bird & Blend views being as planet-friendly as possible as an ongoing journey. An example is their quest for 100% compostable and plastic-free tea pouches. The development was challenging, taking four years with ups and downs. Throughout, Bird & Blend kept their audience in the loop, sharing prototypes and explaining setbacks. When they finally developed the solution, they chose not to patent it, allowing the wider industry to benefit.

Control the Controllables

Bird & Blend’s approach places importance on focusing on what is feasible within your business’s capabilities. For example, even though there are ethical considerations around Meta, businesses might use it to promote their brand because driving growth allows for wider impact. 

Another example is that not every company can overhaul its entire supply chain immediately, but Bird & Blend know small, incremental steps still count. Doing something is always better than doing nothing.

What About Backlash?

The company rarely gets criticised on their eco credentials. They attribute this to the trust and loyalty created by transparency. Avoid smoke and mirrors! Bird & Blend’s practical tip is to create detailed FAQs preempting the questions you might receive and make impact reports thorough and accessible. 

So Remember…

For brands nervous to communicate their eco-friendly efforts:

  • Transparency is key – Be honest about your sustainability journey, including challenges and trade-offs. Customers appreciate authenticity and are more likely to support a brand that is upfront about what it can and can’t do.
  • Focus on what you can control – Do what is possible within your business’s capabilities. Small, incremental steps still count.
  • Engage and educate your audience – Involve your followers in your process by sharing updates, prototypes, and setbacks. This builds trust and creates a community of informed supporters. 
  • Align internal teams – Ensure that all departments, from marketing to finance, are aligned in their approach to sustainability. Regular meetings with heads of each team can help consider different perspectives and arrive at well-rounded decisions.

Bird & Blend proves that blending ‘being more green’ into brand communications is possible AND powerful. You too can break away from the “green hush”! 

Catherine Loftus is the Head of Brand & B2B and Acushla (Cush) Bennett is the Sustainability Manager at the B Corp-certified, earth friendly tea company Bird & Blend.