As the climate emergency becomes more pressing, and people — rightfully — demand more from corporations, Smiley pledged to hold partner brands to a higher standard.
Enter Future Positive: Smiley’s long-term sustainability commitment aligned to the United Nations’ Global Goals.
Smiley briefed us to reinvent the branding for the programme. Our research revealed that nearly one in two consumers do not trust businesses on climate change and sustainability (Deloitte, 2023). Without careful framing, we risked eroding belief in the programme.
We had to make Smiley’s unbridled optimism work for a more serious conversation before launching the movement and brand. We settled on the idea of “Grounded Optimism”, which recognises the challenges but remains hopeful and optimistic in its delivery.