PURPOSE PAYS
14 May 2025
PURPOSE PAYS
Sustainability should be your brands growth engine.
Growth without responsibility is yesterday’s business model.
Today’s UK consumers, particularly Gen Z and Millennials, expect brands to prove their principles, not just talk about them. Failing to demonstrate real sustainability now means losing relevance and revenue in the years ahead.
43 % of UK consumers choose brands specifically for their sustainability credentials (Deloitte, 2024); the percentage is even higher among under‑35s.
A fully circular economy could add £75 billion to UK GDP by 2030 (WRAP), creating both market opportunity and social value.
Patagonia’s Worn Wear repair‑and‑resale programme shows what happens when purpose and profit align, giving stronger loyalty, higher lifetime value, and steady growth, all proof that circular thinking pays off.
Transparency is essential.
88 % of UK shoppers (YouGov, 2023) say openness about environmental impact directly influences their purchasing decisions. Greenwashing isn’t just risky, it’s a reputational hazard younger audiences will call out instantly.
Five concrete ways to turn purpose into performance
Publish the data. Share verified metrics, carbon reductions, recycled‑content percentages, energy savings. Credibility starts with clear numbers.
Tell the full circular story. Use video, imagery, and case studies to show how products are returned, remade, and reused. Real processes build real trust.
Embed purpose in every channel. Ensure marketing, packaging, customer service, and corporate reporting all carry the same sustainability narrative.
Co‑create with your community. Invite customers to test new refill formats or vote on sustainable features. Engagement drives advocacy.
Reward sustainable actions. Offer loyalty benefits for repairs, refills, or returns. Encourage behaviour that supports both retention and the planet.
If you want support aligning growth with genuine purpose, get in touch. We can help you turn sustainability from a pledge into a proven growth strategy.
Connect with us today to start the conversation.