Branding is a powerful asset in leading sustainable development.

Posted by

Taylor Gathercole


Branding is an attempt to harness, generate, influence and control associations to help business perform better. But what if you could not only help a business perform better, but also perform more sustainably and consciously. 

Any organisation can benefit enormously by creating a brand that is purposeful and authentic. While absolute control over a brand is not possible due to outside influence, well thought out and executed actions, culture, design, marketing, advertising, responsibilties, (and so on) can really help to generate associations in people’s minds that will benefit the organisation, as well as society and the environment.

We all know branding can help you stand out from your competitors, add value to your offer and help you engage with your customers but branding is much bigger. Branding influences so much more than your customers, a strong purposeful brand influences society. It’s makes change. It creates movements. It builds tribes. It rallies people together. Brands make a difference.

Branding can be a powerful asset to bring positive change on social and environmental issues and to help organisations realise and achieve their sustainability goals.

So in an ageing and growing population, where resources are scarce, where climate change is one of the most pressing global challenges, and one where society faces many human rights and inclusivity concerns, businesses need to effectively use brand as a business strategy which will not only benefit them but lead sustainable development.

What we believe

We believe Canco can make a positive contribution to society and the environment by managing our activities with care and by working with responsible organisations that promote social and environmental cases.

We work with a growing number of brands on social and environmental issues creating work that tackles stereotypes, changes opinion and promotes healthier and more sustainable customer choices.