The urgent need for more responsible brands

responsible brands

‘Unpacked’ photos remind us that brands need to take more responsibility for their impact.

Recently I’ve had the wonderful opportunity to work with several purpose-led and social enterprises. Helping create and shape brands that are not just great products but will truly make a positive difference to the world is extremely inspiring and rewarding.

However, it’s reminded me that all brands can, and should do be more socially conscious and responsible.

Brands need do more for our world, other than just focus on driving more consumption. This is especially important when we consider packaging.

Brand agency Melbourne

In researching alternative approaches to packaging, we came across these photos from French photographer, Antoine Repesse. They were taken a few years ago but they are more relevant than ever.

‘365, Unpacked’ is the result of a four year project where Antoine stopped throwing away his recyclable waste and collected it instead. The result is 365kg of waste that we each produce in a year.

Socially conscious branding

Beyond the graphic dimension, the accumulation of waste accentuates the gap between people and their environment to make us consider ecology and our way of consuming.

Antoine’s photos powerfully demonstrate that brands need to play more of a role in not just driving consumption but also taking responsibility for the total product lifecycle.

Responsible branding

If nothing else, these photos will hopefully provide you with some ammunition to get your organisation to rethink its approach to packaging.

In the coming weeks we’ll share some of the innovative and positive approaches some brands are taking. In the meantime, we’d love to hear about any great initiatives or ideas that your brand has implemented and the difference it’s making.

See more of Antoine’s photos here.

Michael Hughes

Michael is Managing Partner and Strategy Director at Truly Deeply, a brand agency with 25 years’ experience working with brands to position them for growth. His deep expertise is in unlocking the strategic power of your brand to create a differentiated, compelling and authentic brand proposition that will engage all your audiences. Michael has extensive experience working across Australia and the Middle East working with leading Australian and International organisations across just about every sector.

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