The future of brand identity is sustainability

28 May 2025 • 3 minute read

Remember when "going green" felt like a flashy trend that used buzzwords like ‘eco’ and ‘green’ or ‘bamboo’ slapped onto a product or plan? Those days are now gone. Today, sustainability has moved beyond its early buzzword days and has become a fundamental pillar of business. 

The profound impacts of environmental change touch every aspect of your brand, from customer perception to stakeholder engagement and investor confidence. The future of branding isn't just about what you sell, but the lasting impact you have on the planet.

This shift reflects a growing global consciousness and consumers' savviness. Demands for transparency and accountability from brands, their processes, and procurement go far beyond a good product or service. 

Customer Appeal

It’s not just about finding a good product; it's about finding a good company. 

Research consistently shows that a brand's environmental and social practices are increasingly influencing purchasing decisions, with 45% of global consumers actively trying to have a positive impact on the environment through everyday actions. 

Plastic Bank's 2022 study revealed that 82% of shoppers prefer a brand's values to align with their own, with 74% saying their concerns over environmental impact influence their purchasing decisions. 

The authentic commitment to environmental responsibility is no longer optional; it's a competitive imperative.

Appealing to Stakeholders and Investors

The influence of corporate sustainability extends far beyond your customer base. It is now the centre of the entire ecosystem of business in the 21st century.

Stakeholders

Your employees, suppliers, and the communities in which you operate are increasingly evaluating your environmental footprint. While a strong sustainability ethos can be a powerful tool for attracting and retaining top talent, modern employees seek more. 70% of Gen Zs and 69% of Millennials say they expect their employers to take action on climate change. Employees want their work to align with their personal values and be able to see the results. 

Companies that invest in brand sustainability have benefitted from their employees' sense of purpose and connection. Blossoming into a higher employee satisfaction rate and lower turnover. 

Building responsible supply chain practices and a commitment to community well-being strengthens relationships, enhances reputation, and builds goodwill. Creating a more resilient and ethical business model.

Potential investors

While investment seems focused on numbers, climate change has introduced uncertainty, diminishing societal confidence and altering investor behaviour interests. A robust Environmental, Social, and Governance (ESG) strategy is no longer a "nice-to-have" but a critical indicator of long-term viability and responsible governance. 

Investors are steadily including ESG factors into their decision-making. According to a 2024 Morgan Stanley Sustainable Signals report, 80% of individual investors are interested in sustainable investing, and 54% think sustainable investments provide competitive returns. 

Recognise that companies with strong sustainability commitments are often better positioned to mitigate risks, adapt to evolving regulations, and tap into new market opportunities. 

Similarly, businesses perceived as having a poor environmental track record face increased scrutiny, a damaged reputation, and potentially reduced access to capital. The rise of "greenwashing" – misleading claims about environmental performance – has also made investors and consumers alike more wary, demanding genuine and visible actions from companies.

From Plastic Problem to"No-Brainer" Solution

This is where we plug ourselves. At Green Gift Cards, we offer one of the simplest, easiest, yet powerful changes a business can make. Remove plastic from your gift card, membership card or loyalty card programme. A sustainable solution to an epidemic problem. 

An estimated 30 billion plastic cards are produced globally each year. These seemingly innocuous items contribute significantly to plastic waste, ultimately ending up in landfills or polluting our oceans. 

We believe that true sustainability starts with tangible change, and for many, that means removing unnecessary plastic. Think about the sheer volume of plastic gift cards, membership cards, and loyalty cards generated annually.

More than 70% of gift cards are used and discarded within just six months. This creates an enormous environmental burden, as plastic cards, particularly those made from PVC, take centuries to break down, slowly releasing harmful chemicals and microplastics into the environment.

At Green Gift Cards, we're changing that narrative. Our gift cards are not just "eco-friendly", they are revolutionary. 

Made from 100% recyclable, biodegradable, and compostable paperboard, our cards completely eliminate plastic cards from your gift card, membership card, and loyalty card programmes. This isn't just about making a statement; it's about making a tangible difference.

The Green Gift Cards Advantage

Our commitment to sustainability is deeply rooted in our choice of material. We use the finest sustainable paperboard from Holmen Board & Paper. Holmen is a leading sustainable forestry and paper company with a long-standing dedication to environmental responsibility. 

They actively manage their forests for biodiversity, employ efficient raw material management, and have significantly reduced their use of fossil fuels in paper production. Our partnership ensures that our cards are sourced from a highly responsible and renewable origin.

By switching to Green Gift Cards, your company can immediately:

Eliminate plastic waste

Directly addresses the growing consumer concern about plastic pollution.

Reduce your carbon footprint

The production of our sustainable paperboard cards generates significantly less CO2 compared to traditional plastic cards. While the entire lifecycle of any product has an environmental impact, the paper manufacturing industry generally contributes a lower percentage to global emissions compared to plastic production. By choosing a paperboard gift cards, you actively contribute to reducing your operational carbon footprint, helping your business meet its sustainability and corporate social responsibility goals.

Actively demonstrate commitment 

Prove you are not just talk. Clearly demonstrate to your customers, stakeholders, and potential investors that you are taking proactive, meaningful steps towards a greener future. This tangible action sets your brand apart from competitors who may only offer vague environmental claims and helps you avoid the pitfalls of greenwashing.

Cost effective solution 

We understand that implementing new sustainable practices can seem daunting. That's why we've made the switch to Green Gift Cards incredibly easy, quick, and often the most cost-effective solution for your business. It's a simple change that delivers significant environmental and brand benefits, providing a quick win on your sustainability journey.

The story of Green Gift Cards is the story of proactive sustainability. It's about removing plastic and reducing CO2, generated from the finest sustainable paperboard, and proving that environmental responsibility can be both impactful and accessible.

In an era where consumers and investors alike scrutinise every aspect of a brand's impact, making such a fundamental and visible change is a powerful statement.

Don't just adapt to the future of sustainable branding; lead it. Make the switch to Green Gift Cards and actively demonstrate your commitment to sustainability. It's not just good for the planet; it's good for your business.