Integrating sustainability into your plant-based brand identity

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sustainability brad identity. A sticker on a weathered pole reads PLANET EARTH FIRST above a blue heart-shaped globe. The background features vibrant flowers, plants, and a building with arched windows.

Building a brand that’s sustainable, credible, and commercially strong

Sustainability has become a defining issue in business, but for plant-based brands, the concept arguably carries even greater weight. Many consumers automatically expect plant-based companies to take a leadership role in reducing environmental impact, promoting ethical sourcing, and minimising waste. But not all plant-based buyers are motivated by sustainability, so brands must strike a balance – ensuring that sustainability claims strengthen their identity without limiting mainstream appeal.

How can plant-based brands integrate sustainability into their identity in a way that is authentic, commercially viable, and compelling? In my book Build A Brand In 30 Days and in subsequent work, I have emphasised five brand pillars: Authenticity, Compelling Narrative, Distinctiveness, Striving Towards Excellence, and Contributiveness.¹²

In this article I’ll use those pillars to explore how sustainability can become a meaningful and strategic asset for brand growth.

Authenticity: sustainability must be real, not just rhetoric

Consumers are increasingly sceptical of greenwashing: superficial sustainability claims that don’t match a brand’s actions. Research indicates they are right to be cautious, as more than 40% of ‘green’ claims are misleading.³

So, for your plant-based brand, authenticity must be the foundation of any credible sustainability strategy.

Transparency matters: be honest about your sustainability efforts, including your challenges. Consumers respect brands that acknowledge their imperfections rather than making vague claims.
Certifications help, but don’t rely on them alone: organic, Fairtrade, or B-Corp certifications can provide external validation, but what really builds trust is demonstrating clear, measurable impact.⁴
Sustainability must be embedded, not an add-on: brands that truly commit to sustainability integrate it across operations, sourcing, packaging, and communications.

Case study: Alpro

Source: Unsplash/Benjamin Cheng.

As one of the biggest plant-based brands in Europe, Alpro has built sustainability into its brand DNA. It transparently reports on carbon footprint, water use, and sustainable sourcing, reinforcing trust with environmentally conscious consumers.⁵

Compelling narrative: telling a sustainability story that resonates

Facts and data are important, but consumers connect with stories, not statistics. The key to integrating sustainability into brand identity is weaving it into a compelling, human-centred narrative.

Why did your brand commit to sustainability? A powerful origin story, whether it’s about reducing environmental harm, improving nutrition, or challenging the status quo, can build emotional connections.
Who benefits? Whether it’s farmers, communities, or the planet, showing the impact of your sustainability efforts gives consumers a reason to care.
Make consumers part of the story. Engaging them in your mission through packaging, social media, and brand activism strengthens advocacy.

A purple and green Ombar chocolate bar labeled Pistachio Cream with an image of chocolate pieces and creamy filling. The packaging highlights All natural ingredients, organic, vegan, super chocolate.

Case study: Ombar

UK-based Ombar has built its entire narrative around ethical sourcing, organic ingredients, and Fairtrade in chocolate.

Its bold storytelling, framing its mission as a fight against inequality and deforestation in cacao production, has made it one of the most talked-about ethical brands in the UK.

Distinctiveness: sustainability should set you apart

Sustainability alone is no longer a unique selling point: many brands claim to be ‘eco-friendly.’ To stand out, brands must make sustainability part of what makes them different, not just a generic statement.

Go beyond vague eco-claims: saying your product is ‘better for the planet’ isn’t enough. Be specific about what makes your brand’s sustainability efforts unique.
Use sustainability as a design feature: brands like Notpla (which makes edible, biodegradable packaging) turn sustainability into a tangible product feature.
Leverage bold marketing and activism: some brands take a strong stance on sustainability, positioning themselves as disruptors rather than just ‘responsible’ businesses.

A one-liter carton of Minor Figures Barista Oat milk features minimalist artwork of a person holding a cup, dressed in a bird costume. The text MINOR FIGURES BARISTA OAT appears at the top.

Case study: Minor Figures

The oat milk brand Minor Figures stands out not just for its sustainability claims but for its bold, rebellious brand personality. Its carbon-neutral status, fully recyclable packaging, and independent ethos are all presented with humour and a challenger mindset, making sustainability part of its distinct identity.⁶

Striving towards excellence: sustainability is about progress, not perfection

No brand can be 100% sustainable, but consumers appreciate brands that are genuinely trying to improve.

Set clear sustainability goals and track progress: rather than claiming to be ‘sustainable,’ define measurable commitments (e.g., reducing carbon emissions by 50% by 2030).⁷
Engage consumers in your journey: share updates, invite feedback, and involve your audience in your sustainability progress.
Be realistic about trade-offs: some sustainable solutions (like compostable packaging) come with challenges. Explain your choices honestly, and consumers will respect the transparency.

Case study: Patagonia

The outdoor clothing brand Patagonia openly discusses the complexities and trade-offs in sustainability, reinforcing its credibility.⁸

For plant-based brands, this kind of transparency can help manage expectations while building trust.

Contributiveness: making a positive impact beyond profit

This final pillar goes beyond just sustainability: it’s about brands actively contributing to a better world. Consumers increasingly expect brands to use their influence for good.⁹

Advocate for systemic change: brands like VFC (Vegan Fried Chicken) don’t just sell products; they campaign against factory farming, making their mission a key part of their identity.
Support ethical sourcing and fair wages: sustainability isn’t just about the planet: it’s also about people and communities, including employees, suppliers, and growers.
Give back: initiatives like 1% for the Planet allow brands to contribute directly to environmental causes.

Case study: Heura

A yellow package of Heura York Ham Style plant-based slices, featuring an image of pink deli slices on bread, labeled The only one with no additives, and a Nutri-Score of A, B, C, D, or E.

The Spanish plant-based meat brand Heura combines sustainability efforts with activism, actively campaigning for a transition away from industrial meat production.¹⁰

This strong sense of purpose drives word of mouth and deepens consumer loyalty.

Balancing sustainability with mainstream appeal

A crucial challenge for plant-based brands is ensuring sustainability enhances brand identity without limiting mainstream appeal. Remember, not all consumers prioritise sustainability, but those who do tend to care deeply. The key is finding the right balance:

For eco-conscious consumers: be detailed and transparent about sustainability efforts.

For mainstream buyers: focus on taste, convenience, and price first, while making sustainability an added benefit.

Avoid alienating consumers: sustainability should be part of the brand’s DNA, but it shouldn’t feel forced or be the sole reason for purchase.

Final thoughts: sustainability as a brand strength

Sustainability shouldn’t be a marketing gimmick: it should be a genuine part of a brand’s identity. When done authentically, sustainability can:

Strengthen brand trust and credibility.
Differentiate brands in a competitive market.
Create long-term loyalty among conscious consumers.

But as branding expert Byron Sharp warns, sustainability alone won’t drive growth: brands still need reach, availability, and strong brand salience.¹¹

The most successful plant-based brands will be the ones that combine sustainability with brilliant products, clear messaging, and strong distribution.

Read my previous article in this series here, and for more support on your alternative protein strategy, get in touch with our experts at [email protected] and subscribe to our newsletter and podcast.