Born Green & Born Again: brands that want to be the best for the world

If, on the one hand, we have brands that are born green, on the other, we have those that over time have realised the need to change their action course. These are the “Born Again” brands. Companies that, for years or decades, followed traditional models and which, at a certain point, decided to integrate sustainability as a central pillar of their business strategy. These companies, often with long histories, realised that the path that had taken them so far wouldn't take them much further, so they decided to look at their purpose, values and processes and reinvent themselves far beyond market demands and consumer expectations, putting themselves ahead of the market.

Born Green Brands: the beginning of a new business era

When we think of “Born Green” brands, we immediately think of Patagonia. This company, founded in the 1970s, has become an iconic example of how a business can thrive without compromising its values. Patagonia has built a reputation by promoting conscious consumption, encouraging the repair and reuse of its products, and adopting a circular business model. This approach has strengthened its emotional connection with consumers and ensured its financial resilience along its journey. 

Patagonia is also known for the press campaign it created in 2011 for Black Friday. 'Do not buy this jacket' was a campaign to raise awareness of the rampant consumption caused by Black Friday. Sensitising consumers to buy only what they need, when they need it and showing them that, with Patagonia, they can have their items repaired or, as is the case today, resold in the brand's second-hand shop is a way of aligning communication with the brand's DNA, but also of creating an even stronger bond with its consumers.

This brand is not the only one. Other “Born Green” brands have shown that there is a blue ocean within sustainability. Allbirds or Ecoalf, in the fashion sector, and Who Gives a Crap, in the FMCG sector, make you realise how inspiring it can be to create brands with a positive impact that challenge the status quo and are therefore successful, by creating and distributing value for everyone.

These companies prove that being a “Born Green” brand is not just an ethical or philosophical issue, but an innovative and profitable strategy. The trust these brands earn translates into consumer loyalty, which translates into stable sales and continuous growth, even during economic uncertainty. These examples provide proof that we need that sustainability, when genuinely integrated, becomes an engine for innovation and differentiation.

At LOBA, we understand that creating and communicating a “Born Green” brand requires more than good intentions. It requires a particular strategic approach. We have to look less at what has already been done and focus on what we can be doing that nobody is doing yet. Aligning the purpose, values, people, visual identity and storytelling with the expectations of consumers who are more aware, more attentive and more open to change, who understand that creating value and positive impact comes at a price they are willing to pay.

We know that not all consumers are like this. We also recognise that brands must choose for whom they want to exist. 

Born Again Brands: Reinvention through Sustainability

An example of a “Born Again” brand is Adidas. For decades, this sportswear giant operated according to traditional production models. However, in recent years, Adidas has taken a decisive step by introducing initiatives such as producing sports shoes from plastic collected from the oceans. This change in philosophy has led to new processes and allowed Adidas to become an example of sustainable innovation, creating a new range of products, communicating in different ways, bringing the brand closer to new audiences, retaining its usual consumers and cultivating a more sustainable culture among them. 

Another example is Unilever. The company has embraced sustainability as a central pillar of its business strategy, with a commitment to minimise the environmental impact of its products by 2030. Once again, changing processes has allowed investments in sustainability to become an opportunity for growth rather than an additional cost. Brands such as Love Beauty and Planet, which integrate Unilever's portfolio, are now benchmarks for sustainable practices, creating value and generating substantial revenue. It's further proof that a commitment to sustainability can be a powerful driver of financial success.

These stories show that Born Again brands have much to gain from learning from Born Green. For Portuguese industries such as textiles, footwear or bicycles, where Portugal is an international benchmark, sustainability is crucial for differentiation and value creation. Therefore, it is a unique opportunity for Portugal to position itself worldwide as an example of sustainable innovation and a circular economy. It is an opportunity to communicate to add value instead of the usual low cost of production that we have become accustomed to as a competitive factor.

Communication is not just vital, it's the key to creating relevance and value. All the brands mentioned here have in common that they communicate their claims and sustainable advances. It's part of the process to demonstrate the positive impact they have. They have to be and say they are so everyone knows; people get involved and inspired. More than ever, communication is a critical ingredient in creating value for companies that invest in practices and processes that contribute to sustainability. It's not just about being the best in the world, it's about showing that they are the best for the world, and that's where effective communication plays a crucial role.

In the textile sector, imagine a Portuguese company that uses organic fibres and less polluting dyeing processes, investing in technologies that reduce water and energy consumption. We do not have to imagine it; they exist for real, and their efforts and investments are not in vain. By legitimately communicating these practices and differentiating, these companies will not only be able to attract the attention of customers and consumers who value transparency and the efforts made to reduce negative impacts.

In the footwear sector, adopting recycled materials and circular design processes contributes to improving the company's ecological footprint and creating an image and influence with modern consumers. In the bicycle industry, the increased demand for sustainable mobility solutions offers a massive opportunity for Portuguese companies to establish themselves as global leaders, creators of innovative and environmentally responsible products, and key players in the cities of the future and urban mobility. Few objects accompany us throughout our lives, like the bicycle. It's something magical, but little explored by those who produce them. 

But the real magic is not limited to what each company can do in isolation. There is huge potential in cross-sector collaborations, especially with blue economy companies - those that operate on the basis of sustainable practices and contribute to the conservation of marine and coastal resources. For example, a textile company can collaborate with a blue economy start-up to develop new materials from marine waste, such as plastics recovered from the oceans. These partnerships open doors to new brands born out of innovation, which will help to strengthen companies' commitment and relevance to local communities.

At LOBA, the key to future success lies in innovating and collaborating - our motto. Our approach to positive impact goes beyond traditional communication. We work to help companies in their processes genuinely embrace sustainability and communicate their initiatives in a way that truly engages and inspires consumers. From rebranding a brand to reflect the new commitment to sustainability to communication strategy, developing campaigns that communicate the sustainable transition but also educate and involve stakeholders, and ensuring that everyone perceives sustainability at every point of contact with the brand.

This is a path that all of us at LOBA want to take, side by side with every one of our customers, creating a positive impact that will last for generations. As the wise Greeks used to say, "a society evolves best when men plant trees in whose shade they know they will never sit."