We’re interested to follow the development of a new sustainable branding campaign by one of the leading banks in New Zealand – WestPac. Rather than try to differentiate by low interest rates and car loan messaging in their brand communication, WestPac has launched a multi-media marketing effort that showcases their commitment to sustainability and social responsibility.
The brand communication plan supports messaging around the 10 goals WestPac has established for sustainability through 2012 and customers can track the bank’s progress on their website. In addition to tangible sustainability goals such as carbon footprint reduction, the measurement includes community outreach programs such as the volunteer programs to clean up New Zealand’s beaches.
We further applaude the smart nature of the communication by portraying one of the bank’s employees as having to learn the new behaviors that add up to sustainability with the line “being sustainable can be tough. we know.” It’s a great example of a company taking a thought leadership position on sustainability, helping educate their customers on what they can do in their own everyday life, and becoming a catalyst for community action. Congrats to WestPac for thinking beyond the numbers.