Purpose isn’t fluff — it’s profit

Let’s cut to the chase.

Being sustainable behind closed doors is all well and good, but if you’re not communicating it — clearly, confidently, creatively — you’re not reaping the business benefits.
This isn’t about greenwashing. It’s about storytelling with integrity.

And the stats back it up:
• 71% of UK consumers consider sustainability when shopping (Deloitte, 2024).
• 57% of UK adults say they’re more likely to buy from a business that commits to social and environmental good (Ipsos MORI, 2023).
• Companies with strong ESG scores outperform their peers in the long term (McKinsey, 2023).

Triple Bottom Line isn’t a buzzword — it’s the blueprint:
People. Planet. Profit.
That simple, that powerful.

Smart brands know that profitability doesn’t come at the expense of ethics — it grows from it. Because when you put people and planet alongside profit, you don’t just build a brand. You build a legacy.

Trust is the new currency.

Your sustainability credentials should be front and centre. They’re what set you apart. Done right, they create emotional connection, brand loyalty, and long-term value.

And the ones shouting about it with boldness and clarity?
That’s when the magic happens.

A recent sustainability video created for a client was their top performing piece of content across all social media, it out performed all previous product messages and generated 300% more engagement and 500% more website clicks. It is now their longest-running, top performing advert on LinkedIN.

How to Market Your Triple Bottom Line Properly (Without Sounding Like a Saint)

Here’s how to get loud about your impact without sounding smug:

1. Lead with the ‘Why’
People don’t fall in love with your carbon offset stats — they fall in love with your purpose. Tell them why you care. What do you stand for? What gets you out of bed in the morning (aside from profit)?
✦ Tip: Start your content with a mission, not a metric.

2. Be Specific. Be Brave.
“Eco-friendly” is vague. “We cut plastic by 72% in 12 months” — that’s impact. Share real actions, real numbers, and real stories from your team and customers.
✦ Tip: Transparency builds trust. Glossy jargon builds scepticism.

3. Use People, Not Just Products
Showcase your team, your partners, your suppliers. People love people.
✦ Tip: Show behind-the-scenes content — real, raw and relatable.

4. Make Sustainability the Star
Sustainability shouldn’t be buried in a tab at the bottom of your website. It should be baked into every touchpoint — your packaging, emails, ads, signage, the lot.
✦ Tip: Every platform is a stage. Use it.

5. Involve Your Audience
Ask your community what they care about. Involve them in your journey. Let them co-create the future with you.
✦ Tip: When customers feel included, they become advocates — not just buyers.

6. Celebrate Progress, Not Perfection
You don’t have to have it all figured out. Be honest about where you are and where you’re going. People respect progress more than performative perfection.
✦ Tip: “We’re not there yet, but here’s what we’re doing” is powerful.

So don’t just do good — market it like you mean it. With heart. With facts. And with a bit of grit.
Because when you bring people into your story, they’ll stick around for the whole journey.

Want to shout about your story? Contact us today