The climate emergency is arguably the most urgent existential issue facing our world today
Despite growing awareness and concern, the concept and language of “sustainability” often adds confusion and complexity as opposed to clarity.
In our latest report, The S Word: Breaking Free from Sustainability Paralysis, C Space dives deep into this challenge to uncover what’s really holding brands and consumers back, and how we move forward.
The “sustainability paralysis” is fueled by a dysfunctional love triangle between brands, consumers and governments. Each party sees the others as both the problem and the solution. Brands fear backlash if they don’t “walk the talk,” consumers feel misled by greenwashing, and governments face competing demands. This stalemate has led to widespread distrust and inaction.
To break free, brands need a new approach, one that moves beyond compliance and taps into hearts and minds. Alison Nuttall, Head of Sustainability Operations from JLR explains, “Being a responsible business means going above and beyond compliance. It’s about connection, not just targets.”
In the journey toward sustainability, no single brand approach fits all, so we must redefine the roles that brands can play in the space. From Pioneers, defined by bold sustainable purpose, to Pragmatists that focus more on everyday benefits, The S Word introduces five unique roles to guide brands in building trust, engaging customers and making an impact.
At its core, our work is about opportunity. As stated by Michael Lotfy Gierges, Schneider Electric (voted the World’s Most Sustainable Company 2024 by Time Magazine and Statista), “It’s no longer nice to have, it’s no longer a buzzword. It’s our license to innovate, to manufacture and to serve customers. A lot of customers are actually asking us, ‘hey, come and help us. We actually don’t know where to start.’. We have an incredible opportunity ahead of us.”
The S Word offers a new way forward, rethinking the relationship between brands and consumers, where everybody prospers through innovation, responsible growth and ultimately a better quality of life.
