We like the simple meaning of sustainability that was first published in the 1987 Brundtland Report. It defined the meaning of sustainable development as:
"Development that meets the needs of the present without compromising the ability of future generations to meet their own needs."
Sustainability is a mindset - a way of being. We believe that as people and business adopt a sustainability mindset they will start to act in ways that align with the health of the planet and well-being for all.
The Sustainable Development Goals or SDGs
The Sustainable Development Goals (SDGs) are a collection of 17 global goals designed to be a "blueprint to achieve a better and more sustainable future for all."
The SDGs, set in 2015 by the United Nations General Assembly and intended to be achieved by the year 2030, are part of UN Resolution 70/1, the 2030 Agenda.
Companies can engage with the SDGs by embedding the relevant ones into their strategy and action plans.
2021-2030 UN Decade of Ocean Science
The United Nations Decade of Ocean Science will help to build a shared information system and provide a common framework to ensure that ocean science can fully support countries’ actions to sustainably manage the Oceans and reverse the cycle of decline in ocean health.
"The oceans are critical drivers of global climate and weather-related natural hazards. Deeper insights on ocean science, powered by enhanced ocean observing and data sharing systems, will dramatically advance understanding and modelling of the whole earth system and benefit all people, everywhere."
—Sue Barrell, Australia’s Bureau of Meteorology Chief Scientist.
We know there is an "intention-action" gap when it comes to people’s behaviour to become more sustainable. Communication and education are key elements in bridging this gap.
Whether we do this through branded merchandise or tie-in purpose-driven action to campaign development, education and workshops, we are focused on bringing sustainability to life and making it part of everyone's mindset.
Research & Stats
Porter Novelli/Cone, a global PR agency has captured the top 10 trends in Purpose in 2020. A few of these include: companies are completing climate commitments; the acknowledgement of businesses’ role in systemic racism; competitors are choosing to collaborate; sustainable packaging gathers steam; companies are aspiring to not only carbon neutrality, but becoming carbon negative, creating impact—communication is not enough—taking action and making an impact is expected by consumers.
A 2020 study by Globescan showed that 84% of consumers want the brands they purchase to communicate sustainability, to stand for something, to support causes and to provide a benefit to society beyond consumption and profit. Purpose has become a driver for change.
Regenerative Brands: We need to move from brands being more sustainable and focus on making products and brands that are regenerative. A Globescan and BBMG global public opinion study shows that people under age 30 are ready for a radical renewal of our economy and eager for bold brand leadership on issues from climate action to social justice.
Sustainable Development Goals
The Sustainable Development Goals are based on universal principles. By engaging in the sustainable principles (there are 17 SDGs) that are relevant to your business and building them into your strategy, including an implementation plan, you are contributing to a more sustainable and regenerative world.