Brands today are in a challenging position - consumers aren’t just looking for the next trendy product, they are looking for brands that align with their values and take a stand on complex environmental and social issues.

In fact, nearly 50% of consumers actively consider sustainability in their purchasing decisions, with Gen Z leading the charge. However, with this rising demand, marketers and communicators face a unique challenge: how to stay authentic in addressing complex social and environmental issues without crossing into the realm of greenwashing.

It’s not just about saying you’re doing something or showing a single department dedicated to it. It’s about embedding sustainability into every layer of your organisation, from your leadership to your culture to every team that touches your brand.

Here’s how your brand can make that shift:

1. Company-wide upskilling on sustainability

Understanding the “why” and “how” of sustainability shouldn’t be limited to the sustainability or marketing teams—it should be embedded across every department. Companies investing in sustainability upskilling have seen improvements in brand resilience and adaptability, something crucial in this turbulent landscape. It can also improve employee engagement - A recent LinkedIn Workplace Learning Report reveals that companies prioritising sustainability education see a 25% increase in employee engagement.

Sustainability training can help to:

• Give every team member—from product development to customer service—the knowledge to understand and articulate sustainability's role in resilience and innovation.
• Foster a common language by equipping everyone with a shared understanding of key concepts like carbon neutrality, circular economy, and social equity. This enables your team to speak confidently and consistently about sustainability, reducing miscommunication and enhancing brand cohesion.

2. Access to sustainability expertise on demand

Expecting your in-house team to become overnight sustainability experts is not only unrealistic but can also lead to burnout and missteps. It’s a complex and constantly evolving field. By bringing in specialists when needed, you ensure your brand is well-resourced and prepared to face the sustainability challenges head-on.

Engaging external experts through a flexible model, like The Now Work, allows brands to adapt quickly without overloading their core teams.

Here’s how an agile workforce can support your brand’s sustainability efforts:

• Stay current on complex topics: From environmental science to sustainable supply chains, experts can help your brand stay credible and keep pace with fast-evolving standards.
• Scale responsibly: An agile workforce allows you to ramp up or reduce resources without stretching your core team thin.
• Reduce risk: With experts on your side, you’re not just meeting sustainability requirements—you’re staying ahead, confident and ready for what comes next.

Today’s consumers are not just passive buyers—they are advocates, activists, and critics, often holding brands to higher standards. As expectations evolve, brands that authentically embed sustainability into every aspect of their operations will not only build consumer trust, but also foster long-term resilience.

By upskilling your teams and leveraging an agile workforce model, you can ensure that sustainability isn’t just a box-ticking exercise, but a core component of your brand’s DNA. Moving from performative action to real impact requires commitment, but it’s a journey that will ultimately strengthen your brand’s relevance, trust, and adaptability in a rapidly changing world.