Why consistency is brand power in the fight for the planet
April 22, 2025
Our power, our planet. That’s this year’s mission statement for Earth Day. A call to action to rethink our energy sources and prioritise renewal. But Earth Day stands for much more than its annual statement. It’s a time to reflect on climate issues, make new commitments to the planet and, crucially, uphold old ones.
While keeping the ship on course may feel less appealing or newsworthy, consistency with green policies is key and will help brands win in the long run.
The past month has brought much change, and not necessarily in the right direction. Climate-friendly initiatives are losing traction on brands’ agendas, and traditionally climate-safe brands are shifting lanes in an uncertain market. Take Unilever’s acquisition of Wild, the sustainable and plastic-free deodorant brand, for example. For many who chose Wild for its minimal packaging and vegan products, the acquisition by one of the world’s biggest contributors to plastic waste feels off character. To put it in perspective, Unilever produced 690,000 metric tonnes of plastic packaging in 2021; in contrast, Wild proudly shared it had prevented 330 tonnes of plastic waste from going to landfills with its products in 2024.
For loyal customers, it’s a catch-22. The company has promised to continue its mission to remove plastic from the bathroom, with the brand remaining an accessible option for people looking to incorporate plastic-free options into their routine. But it’s hard to balance this with the broader impacts of the parent company. It’ll be a personal choice for customers torn between supporting the brand and boycotting Unilever.
It calls to a wider issue within the environmental space, which is not quite green-washing, as Wild remains an eco option, but the brand is now not quite wholly, and consistently, environmentally friendly.
Green-washing has become a huge problem for brands and consumers in recent years, with many exaggerating the positive impact of initiatives or simply hiding behind green packaging. To make a true difference, brands need to rethink approaches to language and how their story is told to potential customers. By reframing how policies tackle an issue, such as greenhouse emissions, in messaging, brands can make an actual impact rather than just paying lip service to the problem at hand.
For brands, consistency is gold. Every company wants to have a unique, but genuinely felt, message at its heart, recognisable to customers. Not only is this in products, but in design choices, brand voice on social media and in policies. Brand trickles into every decision. And these are the companies that reap the benefits of loyal customers by remaining consistent.
Oatly, for example, has become a staple in the vegan community – and beyond. Famed for its honesty and blunt messaging, the company has never shied away from promoting its messaging around the climate. In fact, it’s quite proud of its controversy, with its Fck Oatly website displaying an array of scandals the brand has found itself in due to its unwavering commitment to its brand messages.
With its now-infamous line, ‘it’s like milk, but made for humans’, the brand has racked up several lawsuits led by dairy producers. But the brand has not shied away from its bold product promotion, continuing to champion its key message despite criticism. Only time will tell how the brand’s latest campaign, ‘I love Oatly in coffee if I don’t know it’s Oatly’, will resonate with consumers, but it’s another example of the brand standing firm in its messaging.
It doesn’t stop with product, design or messaging. Environmentally-focused brands, such as organic food company Riverford, are tackling green issues with core policies, particularly centred on the supply chain. Riverford is promoting sustainable farming, supporting local growers and organic fishing, with fair pricing and transparency on the farm-to-plate journey. The brand is spearheading the ‘farmers against farm washing’ movement, using its platform to speak up for British farms owned by local farmers and spread awareness of the misinformation promoted by UK supermarkets.
It’s a different stance to Oatly’s, with very different brand voices and target audiences, but the result is the same – a consistent and active eco-friendly policy designed not only to sell products but tackle issues in the current food supply chain.
There are a plethora of ways that brands can honour Earth Day. But while I’m sipping on my oat latte, I’ll be thinking of the brands that, despite all external pressures and changing politics, remain firm in their commitments. Those that consistently show up for the planet and remain a haven for customers who want to choose green.
By Sarah Hersey