The Influential Agency — how agencies can shape and influence brands towards more sustainable practices.
As agencies and brand strategists, we’re always digging around to get to the bottom of our clients’ raison d’etre. There are many times we find that their reason for existing is money, the bottom line. It is then up to us to create vision and values for these organizations. But, when an organization’s culture is steeped in irresponsible greed, a new set of values won’t solve the problem.
Why do we work with these companies? And should we continue? Do we let them continue with their irresponsible behaviours? Is it not up to us to educate and influence these brands, inspire them and help them shift towards accountability and sustainability?
This is where the tension lies, but also the solution. The solution is educating our clients and influencing their brands so they too can start thinking about how their activities are affecting our world
Agencies have power and we need to yield it. We shape brands, and we present them to the world. It has become our responsibility to bring awareness about social responsibility and sustainability to the brands we represent. I often tell my clients – a gnarly tree can’t cast a healthy tree’s shadow and you can't put lipstick on a pig. The change has to happen from within and the mandate has to come from the top.
At Tyger Tyger, we have created criteria outlining the companies and brands we want to partner with — these brands are all about reducing waste, educating society about sustainability, renewable energy, conservation, innovation — generally having a similar vision — to make the world a better place. Our vision and mission is to act as activists, being catalysts for change and advocates for those who have no voice. Taking a firm stance that it is not okay to continue packaging the way we do, treating animals the way we do, or selling food and drink that is detrimental to our society’s health and wellness.
Here are a few ways how we at Tyger Tyger have helped the brands we work with, become more sustainable responsible and accountable.
- When onboarding clients, we delve deep to unearth issues within the company’s vision, offering and culture and highlight traits which will ultimately make the brand irrelevant, not liked or trusted.
- When writing brand strategies, we pinpoint these critical issues that were identified and provide alternative solutions or in extreme cases; we suggest pivoting the offering.
- We encourage our clients to build a strong social responsibility division within their business.
- We guide our clients and help shift the culture within the company towards one that is genuinely inspiring and attracts the right candidates to champion the cause
- We suggest sustainable practices, for example — use vegan ingredients, reduce and eliminate unnecessary packaging, create a recycling program and partner with like-minded vendors that have waste reduction practices in place.
- We begin at home. Make these changes within your environment and practice what you preach.
- When organizations continue to act irresponsibly despite laid out solutions and alternatives —walk away. Brands like these will soon lose loyalty, become protested, and eventually fizzle out.
I’m not saying that this will save the world, but every little bit helps, and this is where we start. Please continue the conversation in the comments below and share how you as an agency are influencing brands responsibly.
“You can’t go back and change the beginning, but you can start where you are and change the ending.” — C.S. Lewis
Peace.
