Miele has been invested in sustainability since the day it was founded. It is at the core of its operations and reflected in the brand motto ‘Immer Besser’ - always do better in everything you do. That is why Miele has been working on making sure its products last for generations.

Despite all of Miele's innovations, collaborations, and investment in research, Miele has rarely been communicating about what they do in the sustainability field. We had to ensure that the company was transparent about its actions on its journey to a sustainable future. But even more than that, we needed to empower Miele consumers so that they know that making a difference is easy with the help of Miele products.

With that in mind, we developed a long-term communication strategy involving social content around the most important calendar dates dedicated to sustainability, brand campaigns highlighting the brand ambitions and bridging these ambitions with the practical needs of the consumers, and social content giving people some tangible tips on how they can start to live sustainably now.

Miele's sustainability landing page was developed and brought to life to make sure that the brand’s POV on sustainability and its commitment to a sustainable future is clear for the audience.

Moreover, in line with one of Miele's pledges to 'make sustainability happen at every step', sustainability is now highlighted in everything they do - whether it is a trade fair, brand content, partnership with innovation start-ups, or expanding the energy generation with photovoltaics.