Unmasking Sustainability: Is it just about the environment?

The word ‘sustainability’ is often used interchangeably with ‘environmental’. But are they really the same?

The United Nations provides a clear answer. In 2015, after decades of work, the UN introduced the 2030 Agenda for Sustainable Development, a roadmap for creating a better world. At its heart are the 17 Sustainable Development Goals (SDGs), an urgent call to action for countries to improve lives, protect the planet and drive economic progress.

Although designed for nations, the SDGs have become a guiding framework for businesses and brands looking to play their part.

Beyond the Environment

Let’s address the common misconception: is sustainability only about the environment? The short answer is no. While environmental goals like tackling climate change and protecting natural resources are vital, the SDGs encompass much more: economic growth, health, education, equality and more.

Sustainability requires a balance of outcomes across interconnected areas. Focusing on one issue without considering others may limit the impact of initiatives. For instance, some climate campaigns struggle to gain traction because their narrow focus oversimplifies the complex realities of creating a truly sustainable world by just stopping one thing.

Aligning Brands with the SDGs

At The Brand Strategy, we encourage the organisations we work with to identify the SDG most relevant to their unique impact. For example:

• A pharmacy chain: Focused on Goal 3 – Good Health and Well-Being by enhancing existing practices to align with this mission by enhancing health services delivered by charities by contributing infrastructure.

• Our own operations: Prioritised Goal 12 – Responsible Consumption and Production by rethinking promotional material. This includes ordering more precise quantities to reduce waste, designing reusable items and choosing sustainable materials.

These efforts often require upfront investment (e.g., using higher-quality materials), but they result in long-term benefits such as reducing raw material consumption.

Grouping the SDGs for Brand Strategy

The UN use five categories of People, Planet, Prosperity, Peace and Partnership. For use with brand development though, we’ve found it helpful to group them into four interconnected areas: Social, Environmental, Health and Economic. We believe some goals can fit into more than one group, reflecting their interlinked nature.

Economic

1 – No Poverty

3 – Good Health and Well-Being

4 – Quality Education

7 – Affordable and Clean Energy

8 – Decent Work and Economic Growth

9 – Industry, Innovation and Infrastructure

11 – Sustainable Cities and Communities

17 – Partnerships for the Goals

Social

1 – No Poverty

3 – Good Health and Well-Being

4 – Quality Education

5 – Gender Equality

7 – Affordable and Clean Energy

10 – Reduced Inequalities

11 – Sustainable Cities and Communities

16 – Peace, Justice and Strong Institutions

17 – Partnerships for the Goals

Health

2 – Zero Hunger

3 – Good Health and Well-Being

6 – Clean Water and Sanitation

13 – Climate Action

17 – Partnerships for the Goals

Environmental

7 – Affordable and Clean Energy

11 – Sustainable Cities and Communities

12 – Responsible Consumption and Production

13 – Climate Action

14 – Life Below Water

15 – Life on Land

17 – Partnerships for the Goals

These groupings demonstrate the complexity of sustainability. A single issue doesn’t exist in isolation but is part of a larger matrix of factors. That’s why brands need to step up – leaving this work solely to governments won’t achieve the scale of change needed.

Why the SDGs Matter for Your Business

Each SDG includes detailed objectives often overlooked in surface-level discussions. For example, Goal 8 – Decent Work and Economic Growth promotes “sustained, inclusive, and sustainable economic growth, full and productive employment and decent work for all.” Arguably something all businesses should be integrating into their practices.

These objectives offer clear opportunities for businesses to contribute. By aligning your practices with the SDGs, you’re not only supporting global goals but also driving meaningful change in your industry and creating value for your business.

What’s Your Contribution?

Sustainability isn’t just for governments; it’s for all of us. How will your brand contribute to a sustainable future? Let’s explore the possibilities together and find ways to integrate impactful changes into your business. Transform your brand for good with The Brand Strategy.