AUTHOR: KIRSTIE DAVID
READ TIME: 3 MINS

Strategy Director Kirstie David on the foundational nature of sustainability  – and what an integrated approach means at Conran Design Group.

We’re in the process of integrating sustainability into everything we offer. Why? Because the transformations we need in society can only happen when sustainability is at the foundation of every pillar in business, and at the core of a brand.

A balance between self and society

Our recent Citizen Brands study highlighted a key issue: while investors, senior marketers and consumers agree that action on environmental and social issues are crucial, many still feel that companies focus too much on profits. Brands face pressure from all sides. Too much focus on sustainability, and they worry about being seen as ‘too woke’; not enough, and they risk alienating their audiences or failing to be seen as responsible corporate citizens.

We believe the solution lies in embedding sustainability across the entire brand lifecycle – not making a choice between profit and society, but making sure they work together. Our approach helps clients make sustainability a key part of their brand strategy and operations, addressing this tension head on.

Our philosophy: progress over perfection

Sustainability isn’t about being perfect. It’s about progress: taking big – and small – meaningful steps that lead to real change. And at Conran Design Group, we’re on our own journey, guided by principles that help us shape how we act and what we offer:

1. We provide form and function plus sustainability
Because the least sustainable solution is the one that fails to serve its purpose. We make sure our work is effective and considered.

2. We understand the drivers of regulation
Regulations are a result of pressure on governments; understanding what they aim to achieve helps inform how we advise clients and create our own work – from the complex world of sustainability regulations and corporate reporting to helping clients communicate their efforts without falling into greenwashing traps.

3. We proactively seek ways to reduce negative impacts
From strategic consultancy to digital design innovations (like energy-efficient fonts and colours), we’re always looking for ways to lessen our environmental impact while boosting positive outcomes for society.

4. We encourage responsible behaviour  
We push our clients to make responsible decisions that align with their brand values and sustainability goals, ensuring they stay true to their mission.

5. We help unlock the value of sustainability through brand and communications
If there’s no business case for sustainability, it becomes an addition to business as usual. We help clients connect their societal actions with their stakeholders’ needs.

6. We act as a global citizen
Importantly, we believe in collaboration, and partner with other sustainability experts in related fields to offer a well-rounded, integrated service that helps our clients make a real difference. An example of this in action: our team acts as a leader in the Havas sustainability network, Genus.

Integrating sustainability across our services

Sustainability isn’t an add-on; it’s being built into everything we do. To achieve this, we don’t just have a team of sustainability experts; we’re embedding it across people and products, supported by processes and partnerships. This creates a better offering for our clients across the brand lifecycle:

Brand strategy: We build sustainability into the core of brands, from values through to messaging. We identify where brands are on their journey and identify authentic sustainability territories that speak to their audiences.

Brand design: From conscious UX design to colour and font choices, we look for ways to embed sustainability into visual identities so design doesn’t create a perception of sustainability, but tangibly embeds it.

Experience design: We design customer experiences that minimise waste, whether in physical spaces or digital ecosystems, and we analyse high impact brand touchpoints to determine where we can give audiences the most sustainable options.

Communication & engagement: Sustainability is not a transaction. We design stakeholder engagement plans so our clients have an informed sustainability strategy, including CSRD-aligned Double Materiality Assessments. We then help clients communicate their sustainability efforts authentically through corporate reporting, stakeholder engagement, and integrated communications.

Sustainability isn’t just a trend, it’s a necessity. And for us, it’s about moving beyond buzzwords and making a lasting impact on both business and the world around us.