Can you start by introducing Design Bridge and Partners and explain what your company does for readers who may not be familiar with your operations?
Design Bridge and Partners is a global brand design and corporate communications agency. We assist brands with various aspects, including brand strategy, brand positioning, brand engagement, and brand effectiveness. Additionally, we have a Sustainability Center of Excellence, which offers clients a wide range of services, such as sustainability reporting, which has become increasingly important with evolving regulations. We also specialize in double materiality assessments, and help clients channel their sustainability insights into different communication channels.
As for my role, I am the Sustainability and Corporate Communications Director. I oversee the technical sustainability consulting function, which means my team helps clients produce sustainability reports, conduct assessments, and ensure alignment with sustainability regulations. We work to support clients in understanding and communicating their sustainability journey effectively.
Why is it important for companies to market their sustainability efforts and produce these reports?
There are several reasons why sustainability marketing and reporting are crucial. Firstly, many of our clients are publicly listed on various stock exchanges in the UK and Europe. These companies are regulated or mandated to disclose their sustainability performance. In Europe, for instance, the Corporate Sustainability Reporting Directive (CSRD) requires businesses to disclose how they manage sustainability risks, opportunities, and impacts, as well as how they impact the communities they serve. This communication is essential for maintaining their license to operate, and we help them create accurate and compelling sustainability reports that comply with regulations.
Secondly, sustainability communication offers a competitive advantage. As consumers become more conscious about environmental and social issues, especially younger consumers in developed markets, companies need to position themselves in a way that builds trust and attracts these consumers. Sustainability communication helps businesses connect with their audience, build credibility, and differentiate themselves in a crowded market.
How have you seen consumer demands for sustainability change in recent years, and how has this affected your work?
The demand for sustainability has grown exponentially in recent years, and this shift has been driven by several factors. Regulations have played a significant role in bringing sustainability into the mainstream.
While consumers have been advocating for sustainability, businesses have been leading the conversation, raising awareness about where we are in our sustainability journeys.
Global objectives, such as achieving net zero by 2050 and the United Nations Sustainable Development Goals, have influenced this trend, particularly in developed markets like Europe, North America, and APAC, where consumers are increasingly considering sustainability in their purchasing decisions.
As this awareness grows, companies are more motivated to communicate their sustainability efforts effectively, and we're seeing a stronger emphasis on sustainability strategy, reporting, and communication as a means to meet consumer expectations and maintain a competitive edge.
What is double materiality, and how can it help companies comply with regulations while enhancing their brand value?
Double materiality is a strategic framework that helps companies understand two key aspects of their sustainability impact. Firstly, it identifies which sustainability issues—such as climate change or diversity, equity, and inclusion—have the greatest impact on the company's financial performance. This provides businesses with data-driven insights into how issues like physical climate risks might affect them over the next few years.
Secondly, it helps companies understand the extent to which they impact society and the environment. For example, a double materiality assessment might reveal that a company's supply chain activities are having adverse effects on communities in a particular region. By gaining these insights, businesses can make informed decisions, set more effective sustainability goals, and use this data to communicate their sustainability journey credibly.
From a brand perspective, double materiality assessments provide rich data and proof points that make sustainability claims more credible. It allows brands to substantiate their claims, making them more resistant to accusations of greenwashing and enhancing their sustainability brand strategy.
What role does creativity and design play in connecting a brand with sustainability, and how does it add to the equation?
Creativity and design are powerful tools for communicating sustainability. Design acts as one of the most effective storytellers around sustainability, helping to convey a brand’s sustainability credentials in a compelling and accessible way. Design is multi-layered and can elevate sustainability in various areas.
For example, product design can incorporate sustainability by using durable, recyclable, or eco-friendly materials. Communication design, on the other hand, can use infographics and interactive elements to make sustainability performance more engaging and understandable. This enhances the reach of sustainability messages to diverse audiences and helps build trust and credibility around a brand's sustainability efforts.
How important is the narrative aspect of sustainability, and does it play a key role in the green transition?
Narrative is incredibly important because it democratizes sustainability, making it accessible to a wider audience beyond technical experts. While hard data and numbers matter to a small, select audience, narrative allows businesses to communicate sustainability in a way that resonates with everyone. It's about moving beyond technical jargon to tell stories that connect with people's everyday lives.
For example, highlighting how a company’s sustainability efforts have positively impacted a community or showcasing how investments in green energy have made a difference can be far more impactful than just presenting data. This narrative approach makes the green transition more relatable and encourages broader engagement with sustainability issues.
What would you say is the key narrative of the green transition, and how should it be communicated to the public?
A narrative we're seeing emerge is the idea of collectivism—the notion that everyone has a role to play in achieving sustainability goals, not just policymakers or large corporations. Many people believe that contributing to net zero targets is the responsibility of governments and big businesses. However, emphasizing the idea of collectivism encourages everyone to consider how their choices, such as the products they buy or the companies they support, can contribute to a more sustainable future.
This narrative highlights that everyone in the ecosystem, from consumers to businesses, has a part to play in the green transition, making it a shared journey rather than a task for a select few.
Can you share a particular project or achievement in sustainability that you're especially proud of and that you believe was effective?
One project we're particularly proud of is conducting a materiality assessment for a global leader in the media and technology sector. This project was unique because it highlighted a growing trend: a significant portion of a company’s environmental and social impact now occurs outside its direct operations, but within its broader value chain and business relationships.
By examining the entire value chain, we identified key areas where the company could make meaningful sustainability improvements, both internally and by influencing its clients. This project will yield long-term benefits, and we believe it serves as a valuable example of how companies can use materiality assessments to enhance their sustainability strategy, influence stakeholders, and drive the conversation on sustainability forward.
