Brands2Life launches
The Conscious Advantage

New sustainability approach set to help brands align positive impact with business performance

Brands2Life today announces the roll-out of its new sustainability approach, The Conscious Advantage, an offer designed to help organisations keep sustainability firmly on the business agenda.

Against the backdrop of domestic economic challenges, international changes in administration and global geopolitical tensions, many businesses are facing questions about whether sustainability programmes should be scaled back. The offering is launched in response to that challenge, helping businesses reframe sustainability as a lever for innovation, resilience and growth.

To mark the launch of The Conscious Advantage, Brands2Life today releases its thought leadership report – The Semantics of Sustainability. Launched at an exclusive event in London, the report tackles the UK public’s disengagement with the language of sustainability and its current limitations to drive meaningful change.

Featuring expert perspectives from The Cambridge Institute of Sustainability Leadership, John Lewis Partnership, Avon International, Kingfisher, Sodexo, Podback, and the author of Citizens, key findings include:

• Over half of consumers are confused by the language of sustainability (53%)
• 68% of consumers believe that businesses should be doing more to demystify the action people can take
• 76% believe that brands should use more plain language to clarify the steps people can take to fight climate change
• Only 13% believe businesses will make it clearer how we can lead more sustainable lives
• Just 22% believe further guidance will be provided by government

Led by Carolyn Irwin, Managing Director of the Corporate & Responsible Business Team at Brands2Life, The Conscious Advantage provides businesses with a fresh approach to their sustainability communications, fusing environmental, social, and commercial goals into stories of positive impact and value creation.

Services available include: sustainability benchmarking, risk mapping, communications strategy and narrative development, sustainability learning experiences and cause-related campaigning.

“Few people would disagree that we need to work together – at pace and at scale – to avert a global climate emergency. However, amidst wavering global commitment to the sustainability agenda, many businesses are questioning the role they should play.

“The Conscious Advantage is our solution, offering responsible businesses clarity on how to effectively communicate in a way that drives competitive advantage. Through reframing sustainability communications as a lever for enhanced business performance, it retains the relevance of sustainability on the business agenda while giving brands the licence to continue transforming our world for the better.”

You can find out more about The Conscious Advantage here. If you’d like to discuss how we can help your business navigate the complex sustainability communications landscape, please get in touch.

Research methodology: This report is based upon consumer research commissioned by Brands2Life and conducted by market research agency, Opinium. Questions were asked to a nationally representative sample of 2,000 UK adults between 3rd to 7th January 2025.