See how BELU uses clickable sustainability claims to gain a competitive edge
The UK-based social enterprise is translating brand purpose into evidence-backed claims that shoppers can easily understand
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BRAND
BELU
location
London, UK
industry
Food & Drink
metrics
8 Proof Points live across 24 Products
Making BELU’s brand purpose tangible and visible
Belu is a drinks business that puts people and the environment first. Launched in 2007, Belu’s purpose is to change the way the world sees water. In pursuit of this purpose, Belu invests all of its profits into saving carbon emissions from entering the atmosphere, implementing a circular economy and bringing clean water, decent toilets and good hygiene to everyone, everywhere. Since 2011 Belu has given all of their net profits, a total of £5.8 million, to WaterAid and transformed 391,944 lives and counting with clean water.
But whilst BELU’s sustainability credentials are often the USP for B2B customers, these initiatives were going unnoticed in their website FAQs and annual impact report. What’s more, BELU faced a challenge in translating its high-level brand purpose (and alignment with the UN’s Sustainable Development Goals) into tangible facts and claims that customers could easily understand and trust.
Promoting and enhancing a USP with clickable sustainability claims
BELU published clickable sustainability claims on its Homepage and Product Page, giving customers an easy overview of their impact initiatives, and allowing them to click through to see more information and proof. These ‘Proof Points’ apply at both a brand level (e.g. Social Enterprise UK, Donates to Charity) and at a product level (e.g. Partly Recyclable Packaging).
Where they once articulated their brand purpose at a more abstract level, they are now communicating their impact in a way that their customers can easily pin down. BELU’s Proof Points also provide a useful asset in pitches to hospitality stockists, many of whom are increasingly focused on sustainable sourcing.
The results
Stronger B2B pitches
By underpinning their sustainability initiatives with tangible, evidenced claims, BELU are improving their pitch meetings with stockists.
Quicker customer comprehension
Proof Points enable BELU to put their positive impact front and centre in a way that shoppers can make sense of at a glance.
Improved brand trust
In a climate of greenwashing, Proof Points are enabling BELU to hold themselves accountable in a transparent way, improving brand trust and perception.
“We have an extensive impact report, but for people that are short on time, Proof Points are a quick, tangible tool and show our sustainability claims have been verified.”
Georgie Murray
Brand & Impact Partnerships Lead
Leading brands are growing brand value with Provenance
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Turn positive social and environmental impact into brand value
