Undoubtedly, a lot of brands in this day and age care about gaining environmental credit. It looks good, it sounds cool when shared, and, supposedly, it’s beneficial for the planet.
The reason why ‘supposedly’ is so important, unfortunately, is because the operative word is ‘credit’. For far too many brands, presenting a positive face is more important than actually doing positive work, and this leads to a sea of greenwashing, in which actual environmentally-friendly brands can have a hard time standing out.
Take Australian wine producer Banrock Station, for instance. While the brand carries an immense history of supporting the environment – not just in Australia, but around the world – via a global environmental trust, and the commitment to plant 100,000 trees annually, this isn’t something that’s known to most people. In fact, most Canadians didn’t know much about the brand, period… until recently, that is.
To learn more, LBB’s Josh Neufeldt sat down with