Ray Anderson, the founder of Interface, was an innovator when it comes to sustainable business practices. He successfully transformed his, multi-million dollar company into one that puts our planet first. It all started in 1994, when he shocked the corporate world by adopting a drastically new business model driven by environmental awareness. Although, it was risky and he faced many challenges, Anderson’s vision has now become a reality. Interface is one of the leaders in sustainability; a company that are inspiring other corporations to do more. In class, we watched Anderson’s challenging journey unfold, as he changed the way Interface did business.
Marketing sustainability can be complex, especially for a company like Interface. Interface had a powerful brand image prior to the rebrand, therefore maintaining that past strength, while incorporating a new messaging is challenging. Interface needed to ensure that sustainability made sense with their brand, without seeming inauthentic. Furthermore, when a company that is not usually known for practicing sustainability suddenly changes gears, there is a risk the customers perceive the shift as simply green-washing.
However, Interface has been able to successfully shift its brand image. Anderson proved to the world that big companies, like Interface, could implement a sustainable mindset from scratch. They have done this by starting internally, focusing on improving their operations and reducing their own carbon footprint. Next, Interface has expanded externally, by implementing several different marketing initiatives.
For example, this week, the company shocked the world once more by upping their game when it comes to suitability. They partnered with Plastic Whale, a Dutch Non Profit with the goal of eliminating plastic waste from our ocean. The collaboration built a life size boat using $7000 plastic water bottles fished from the canals of Amsterdam. This boat will be used every day to eliminate more waste for the canals. See this Article for more details:
Interface continues to find create ways to promote sustainability externally and internally. Their genuine drive to make the world a better place has inspired other to do the same!
