Sustainability is so much more than a buzzword – not least in the wake of the global pandemic, when consumers have awoken more than ever to the responsibilities of their favourite brands to provide a more caring, nurturing, and conscientious approach to consumerism.
Dubai is a city which consistently looks to the future, adopting long-term strategies which are built for both future-proofing and a higher level of service for the general public. Add to this the essence of sustainability, harmony with the natural environment, and a sense of responsibility to the world in which we all live and must thrive, Dubai consumers – as well as consumers across the wider Gulf region and the wider world – are more demanding and expectant than ever before, when it comes to the sustainable credentials of the brands they follow.
Here at Haus of Hendricks, we’ve seen first-hand time and time again the impact that proven sustainability, an eco-conscious brand strategy, and a more caring and ethical approach has on brands and their customers. This isn’t just about increasing brand loyalty; sustainable brands attract younger, more dynamic millennial audiences, willing to stay loyal to brands they believe match their values, and they can also be more profitable – consumers are willing to pay a premium for sustainable products and services.
Let’s take a look at five ways your brand can pivot to increase its sustainability, reaping the rewards that arise from this important and timely step.
Listen to Your Audience
Make no mistake, aspects of your customer base – if not every person within it – will have their opinions when it comes to sustainability, especially younger segments seeking brands to follow for the years to come.
Conducting market research should always inform the first stages of any pivoting or brand developments, and getting to know your audience expectations is an important way to move your strategy forwards. Haus of Hendricks benefits from years of experience in consumer research, and can help you identify key trends and expectations that may give you an important competitive edge.
Take a Closer Look at Your Current Practices
Pivoting to become more sustainable isn’t always about starting again from scratch; sometimes it’s just a matter of sharpening current practices, or seeking out areas for improvement.
Think, for example, about your supply chain – where are your products or materials sourced from? How are they transported? Are there viable alternatives that can improve your sustainability credentials and boost your presence in this regard?
Alleviate Your Consumers’ Concerns
After researching your customers and looking into current best practices, you’ll be in a better position to formulate a new mission statement that can inform your customers of your next steps and intentions.
Many brands have seen considerable success arise from this kind of strategy. Let your consumers know that you have set more sustainable goals, and are working towards reducing waste, offsetting carbon emissions, and working with ethical suppliers (if these are your intentions or it is within your reach to do so), and be ready to provide evidence and supporting information to back up your sustainable claims.
Implement Workable Sustainable Strategies
Take the time to identify ambassadors for change within Dubai relating to your industry or organisation, and spread the word about how you will implement your sustainability strategy. There are numerous governmental grants and public funds relating to green and sustainable business practices, all of which can help take these intentions to the next step.
Be sure to assess the operational and financial impacts of the changes you intend to make, and compare them to the benefits that they will bring to your brand and your customer base. Remember that eco-friendly products come with their own USP for your brand moving forward, and that it won’t be long before sustainability becomes an essential aspect of all brand strategies… So if you haven’t yet begun bringing sustainable aspects to your Dubai business, there’s never been a better time to begin.
Here at Haus of Hendricks, we’ve helped countless Dubai brands gain the edge they need to stand out in an increasingly saturated marketplace. With our insight and expertise, and with your ambition and drive, together we can bring your products and services to wherever they’ll make the greatest impact. Book your consultation with our team today, and see for yourself what we can do for you.