Sustainable Brands in the Era of Urgency

In today’s rapidly evolving business landscape, sustainability has transcended the realm of buzzwords to become a baked-in pillar of business strategies.

However, sustainability in branding extends beyond just reducing carbon footprints; it entails the creation of a durable and enduring brand identity.

Ultimately, a brand’s assets need to be adding value at every touchpoint. Having a strong brand ecosystem, or brand world, that enables a brand to show up consistently, is definitely worth it – in fact, according to YouGov, consistent branding has been proven to lead to a 23% increase in revenues.

But as technology, particularly Artificial Intelligence (AI), continues to redefine various aspects of our lives, it has emerged, perhaps inadvertently, as a catalyst to fortifying the foundations of sustainable brands.

After all, this is an era of urgency. From the 24-hour news cycle, to urgent global challenges, to the rapid onset of incredibly fast asset creation through AI, brands, brand owners and marketers can feel that they must always act in haste. But at what cost?

In this paper we are looking specifically at the effect of a rushed, AI-speed world on financial services brands, and how to create strong brands built to adapt and last. We explore the key components of what makes a strong brand in this new world, and how to maximise brand assets.

“In an AI world, a strong brand has never been more vital.”

Read more in our latest report: Sustainable Brands in the Era of Urgency