Why greenwashing should never wash with brands, or their agencies
Brands can’t pay lip service to sustainability, they must back up their creative with planet-friendly behaviours, the newly launched agency Morpho believes.
Still churning out boring, blasé, ‘eco-friendly’ greenwashing marketing and branding? It’s 2022 and people can see straight through it. Brands need to do better. Morpho – agency for the planet – is a fearlessly authentic global marketing agency that puts the planet first every time, and can help forward-thinking businesses do the same.
After taking time to carefully align its business and hire talented members of staff who get it, it is launching this month and is ready to give the industry a thorough shake-up. Morpho has already got one of the biggest names in Asian vegan food, OmniFoods, on its roster, as well as the award-winning documentary ‘Eating Our Way To Extinction’, backed by Leonardo DiCaprio and Richard Branson, and narrated by Kate Winslet.
“It’s no secret that consumer mindsets have changed and we all need to make a change to save the planet. Morpho is unique and purpose-driven in the way that they really understand this consumer marketplace and lifestyle. We are delighted to be working with them on our UK launch,” says David Yeung, OmniFoods CEO.
The industry has been crying out for a specialised marketing agency that truly aligns expertise and values within the green space, so the launch of Morpho has never been so timely. This was something that was increasingly obvious to the partners behind the agency, who themselves are all heavily invested in driving environmental change.
But how does Morpho do it? Integrity and experience are key. People aren’t naive. They clock-on to greenwashing, ‘eco-friendly’ box-ticking exercises, and companies that don’t really care pretty quickly. Brands can’t just spout on about wanting to protect the planet without doing anything to back it up. They need to have integrity to cut it in this sector, and Morpho is here to help them find it.
The team is full of dedicated yet different personalities: from die-hard vegans and environmental activists to those who are eager to educate themselves and strive to do better every day.
Viewpoint: Laurence Bellamy, Morpho, CEO
We aren’t like everybody else. We have approached the Morpho agency model with a completely new focus and with a greater purpose to really make a difference.
We have carefully built a specialised team of the very best marketing talent, comprising great minds who are connected across both creative and data-driven performance, and also live and breathe sustainability. This offers a real point of difference, bringing a lot more understanding and value to brands in our space. You wouldn’t ask someone who can’t drive to sell a car, in the same way you wouldn’t ask a regular agency to market in the green space; the understanding would never be present. We genuinely care about the planet and strive for sustainability in our own lives, this makes us work even harder for brands who are on the same journey.
It is highly satisfying to see our talented team working as one and producing results that are now setting a new industry benchmark in a specialised market.
Already, the response we’ve had from going to market has been incredible, which I’m delighted to see. However, we do go through a carefully considered qualifying process to ensure the brands that we work with are aligned with our core values before committing to a partnership. Quality over quantity is certainly preference to ensure we only offer the highest value to the brands we agree to work with.
Connecting forward-thinking businesses with brand proposition, content creation and activation led by data, is our focus, and we have the team to make a real difference every time.
As a business, Morpho also has a defined sustainability plan built around three of the United Nations’ Sustainable Development Goals which align most closely with the team values: good health and wellbeing, climate action, and life below water.
“Brands increasingly ‘say all the right things’ when it comes to sustainability, but are they really going the extra mile or just paying lip service with no real purpose?” says Anthony Looney, Morpho’s creative director.
“Creativity is best when it comes from authenticity; that’s why Morpho only works with brave brands that care about changing the world. We cut through the generic industry noise to create brands that have true purpose, that connect with customers and encourage planet-friendly mindsets and behaviours. Now is the time for brands to be at the forefront of environmental change.”
Morpho offers a new mould for brands that dare to be different. Will you be joining them? Visit morpho.agency today to be part of the change our planet so desperately needs.
