Finding your sustainability brand voice
Choosing the right tone of voice in sustainability communications is crucial for driving meaningful change and inspiring action. Embracing distinct tones, such as humble, humorous, innovative, inspirational, and bold, allows organisations to convey sustainability messages effectively. Let's explore how these tones work for sustainability communications and highlight real examples from prominent companies.
Humble - IKEA
IKEA's humble brand image is rooted in the simplicity of its furniture design and materials, which align with their founder's ethos. Ingvar Kamprad, the founder of IKEA, famously drove an old Volvo, symbolising a down-to-earth approach. The company’s communications reflect this humble tone. For example, the below campaign is promoting family as a top priority and subtly placing IKEA furniture in the background as something “secondary”, truly highlighting their humbleness.
Humorous - Kia
Kia employs a humorous tone by presenting eco-friendly cars as the choice of climate superheroes. In their "Hero’s Journey" Super Bowl commercial, Kia playfully showcases the struggles of activists trying to save the environment and humorously presents the Kia Niro crossover as an easier alternative to their failing climate efforts. “It’s hard to be an eco warrior but it’s easy to drive like one.” Their approach makes sustainability fun and relatable, appealing to a broader audience.
Innovative - Tesla
Tesla's innovative tone resonates in their communications, emphasising cutting-edge technology and their vision of building a world powered by sustainable energy sources. Tesla's vision and mission are about transitioning to sustainable sources of energy, where their cars are just one means supporting this global transition. This showcases their commitment to accelerating the journey to a sustainable future, not only for themselves but for the planet.
Inspirational - Patagonia
Patagonia's inspirational tone is reflected in their impactful campaigns, championing environmental stewardship and evoking emotions of connection with nature. Their messaging stirs warm-hearted feelings, urging action as we risk losing the nature we deeply connect with and cherish. They are leading by example, and this is what inspires others to follow them.
Bold - Lowercarbon Capital
Lowercarbon Capital's bold tone is evident in their investment philosophy, seeking to "unf**k the planet" by backing “kickass companies” that combat climate change and reduce carbon emissions. Their assertive language would not work for every company. Many would perceive the use of swear words inappropriate. However, for an accomplished VC like Lowercarbon Capital’s founder Chris Sacca, this audacious tone of voice seems just right. It highlights the urge for action with no cheap talk. There is no time to lose. The climate crisis is real. We need to do something about it asap. Getting faster to solutions matters. Being nice not so much.
Conclusion
Sustainability brand voice serves as a powerful conduit for supporting climate action and inspiring collective efforts to build a more sustainable and resilient world. IKEA's humility, Kia's humour, Tesla's innovation, Patagonia's inspiration, and Lowercarbon Capital's boldness showcase how different tones effectively convey sustainability messages. By leveraging these distinct voices, organisations can foster engagement, resonate with their audience, and drive transformative change in the face of the climate emergency.
