With COP 26 on the horizon, sustainability is perhaps the biggest challenge for place brands. How can you ensure that your strategy delivers against your economic, social, and environmental sustainability ambitions? We reached out to our panel of Experts for their top tips for places looking to authentically embed sustainability at the heart of their place values and strategies…

Develop a holistic approach to avoid ‘greenwashing’

‘Sustainability’ is not a monolith. There are 3 major pillars (environmental, social and economic) and further divisions within these. The strands of sustainability you pursue and emphasise as part of your brand positioning should be driven by the stakeholder groups you have a realistic chance of attracting. Costa Rica has become an eco-tourism hub through ecosystem preservation, Iceland and Denmark have boosted their inward investment appeal by pioneering renewable energy technology, while Brighton has attracted students and knowledge workers through a strong commitment to reducing the city’s environmental footprint. A critical point to remember is that there is a high level of engagement and scepticism around sustainability claims. Consumers and other stakeholders are increasingly aware of ‘greenwashing’, so having (or developing) real substance behind any attempted positioning is key.

Rob Haigh, Strategy & Insight Director, Brand Finance

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