JKR

2. Truth well told: The same basic facts can be made either compelling or dull.

While honesty and transparency are, of course, vital to any sustainability messaging, brands that offer a more full-blooded communication of their sustainability message tend to be more effective than those which place it on the margins.

Ariel has led this change in the detergent category with its “turn to 30º” pack. By integrating the message so boldly into its branding, Ariel even gives the impression that it has cleverly created a new formula that delivers energy conservation (it hasn’t). They were smart enough to be the first to encourage consumer behaviour which, whilst generic (many competitors could also deliver against effective thirty degree washing), made them a thought-leader. While this doesn’t appear to have resulted in a bigger market share, it must have surely given Ariel’s credibility a good boost. What fabulous truths might your brand have hidden in plain sight?

Conversely, Walker’s admirable decision to lead the way in sharing its carbon footprint feels like a case of truth badly told. A 25g bag with a 75g footprint surely raises concerns for anyone inclined to read the flash. But digging behind this fact, Walkers have actually reduced their crisps’ carbon footprint by a third, via encouraging farmers not to hothouse their potato crops (which makes the spuds wetter, heavier and so more profitable pound for pound). Surely this progress deserves a mention on back of pack given that dubious sounding 75g carbon footprint?

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