Ganni Lab is going above and beyond on transparency requirements but Ganni not so much
Sharing, and over-sharing, is a crucial point on their brand strategy. Ganni is constantly communicating their environmental and social footprint. Ganni’s annual report clearly highlights the current status of their company and is not shy in declaring that they have to implement structural changes within their value chain (we invite everyone to read it!). Furthermore, they use the data collected for the annual report and regulatory requirements and communicate it on their social media platform. At Lienzo, we applaud this initiative as transparency is not only communicating the positive but also the negative impacts your company has across its value chain. While a lot of companies are “afraid” of being transparent on their annual reports due to possible public backlash, Ganni takes its failings in stride. This element is key as it allows the company to properly understand what are their pain points and construct solutions to them. Knowing what is wrong with your sustainability “health” is the first step in creating long-term goals that will allow you to correct your path towards responsible growth. But how do they do this without damaging brand reputation?
This is where their communication strategy is particularly effective. Ganni mostly communicates all of its environmental and social information through Ganni Lab. As a result, their main social media account and the brand image that they are curating is not tarnished by the environmental information that might not be attractive to their clientele.
While some of you might ask: why is this relevant since they are still disclosing the information? they even created a separate team dedicated to doing so!
The answer is simple: while Ganni has 1,1M followers, Ganni Lab has a mere 32,3K in comparison. That means that only 3% of the people that consume Ganni’s content, are aware of their environmental and social impact they choose to share. By creating a separate account, the brand is actively choosing to reach a smaller audience. In this way, the company can say that they are taking steps to communicating better with their consumers and checking transparency requirements, without directly sharing this information with their consumers.