Running head: BRAND SUSTAINABILITY

Brand Sustainability
Students Name
Institution

In most cases, the brands in the market are not considered to be sustainable brands.
Brand sustainability is referred to the creation of a product in the market that is has added
advantages such as positive effects on the environment as well as reduced costs that are
affordable to both the haves and the have-nots individuals. Brand sustainability opts to
change the global market by introducing more of the sustainable commodities (Howard,
2014).
The Unilever Company has been working round the clock to enter a new product in
the market which upholds sustainability. The product; Real Mayonnaise, is made of natural
and simple ingredients such as vinegar, eggs and oil. The messaging strategy used by the
company market the product is Claim +Marketing. This approach employs the use of the
website to post ideas about sustainability to the target market. Additionally, it employs the use
of labels on product pack to sell the information related to sustainability. The product package
as per the company has labels that indicate the ingredients used in making the commodity

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towards sustainability (Howard, 2014). The label and the website creates a Claim +
marketing strategy.
The messaging strategy is appropriate since it creates a way for the commodity to
enter the market thereby enhancing sustainability. The target market for the brand includes
many individuals who consume everyday foods. It is a staple when taking dishes such as
French fries and hot dogs. However, the trustworthiness of the product cannot be accounted
for. This is because the ingredients used to manufacture the sustainable product stand a risk of
being genetically modified. Genetically modified products would cause great danger to the
human kind (Howard, 2014).
The brand of the product has in a broad perspective defined a credible and relevant
social purpose and social value. This is because the idea employed in making the commodity
has acted as an eye opener to the individuals on an easier way of making the sustainable food
product. Individuals can use the named ingredients to make Real Mayonnaise and achieve
sustainability. In an attempt to attract the consumers and retaining it, the brand has faced a bit
of a challenge. The customers loved the brand when it was introduced because of the natural
ingredients used in it. This has however not been the case in the recent past. It is noted with a
lot of concern that most of these ingredients used are lately being genetically modified as
discussed earlier.
According to Steve Howard, sustainability is a must to do' and not a nice to do'.
Talking about SWOT analysis with the central ideas of sustainability, many opportunities
present themselves (Howard, 2014). Companies are lately trying to meet shift most of their
products from being unsustainable to being sustainable. This will reflect positively on the
environment as well as create affordability to many buyers, both rich, middle class and poor.
When sustainability is put in place and fully implemented, approximately 3 billion
individuals would move from the poverty line and join the middle-class individuals.
Environmental changes such as global warming present greater opportunities for the
sustainability since the human race tries to fight as much as they can to prevent the

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catastrophic effects of global warming. Activities in different industries ought to be

monitored to avoid these devastating impact.
Steve Howard puts it clear that human beings should seize different opportunities in
line with opportunities (Howard, 2014). He puts it across that renewable energy sources
should be harvested by the use of solar panels since there is no cost incurred when using the
energy from the sun as opposed to the electricity that is paid for. Due to low costs related to
sustainability, different companies are fighting as much as they can to ensure that
sustainability is paramount (Curran, 2012).
Walmart Company, for example, has benefited from selling unsustainable products to
consumers. One of such products sold to customers is Angel Soft toilet paper. This happens at
a time when the company itself conducts programs that uphold sustainability. The company
has so far benefited from the sale of these products to the consumers. On the other hand, it is
believed that the production of this product could change from being unsustainable to being
sustainable.
The company is creating awareness through the sustainability conference, and it is a
matter of time for the product to become sustainable. This, therefore, means that products
from companies seize the opportunity of sustainability and the advantages related diversify
their production to meet the sustainability needs (Curran, 2012). This is purely a form of
capitalisation on the sustainability trend from different companies.
Sustainability should be the principal focus as at now in each and every industry in
line with the manufacturing of the various products. Individual businesses should advocate
for promotions of sustainable products which are lowly prices. Additionally, individuals
ought to promote renewable sources of energy to realize a high level of sustainability. The
product designs in different markets should always be those that uphold sustainability. It is
more than true to say that when sustainability is fully adopted, the world would be a better
place to live in with reduced prices of products such as foods and energy (Curran, 2012).

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Additionally, the consumption of sustainable food products would result in the extension of
the lifespan of the human kind.

References
Curran, M. A. (Ed.). (2012). Life cycle assessment handbook: a guide for environmentally
sustainable products. John Wiley & Sons.
Howard, S. (2014, January 15). Let's go all-in on selling sustainability. Retrieved February
18, 2016, from
https://www.ted.com/talks/steve_howard_let_s_go_all_in_on_selling_sustainability?
language=en