Will King Charles rethink the Royal Warrant to focus on the brand’s sustainability credentials?
600 companies holding a Royal Warrant from the Queen risk losing their status unless a new one is granted to them by her successor.
The Royal Warrant of Appointment dates back to the 15th century and allows brands to advertise that they provide goods or services to the royal household by displaying the coat of arms and the words “by appointment”.
These however expire after the death of their settlor, meaning that only those issued by the Prince of Wales (now King Charles III) are still in force and over 600 companies holding a Royal Warrant of the queen will have to reapply.
Some of those mandates could be up for debate though, such as allowing Esso Petroleum Company to display the royal crest – Esso is owned by ExxonMobil, which recently showed it had spent a relatively small amount of its capital expenditure on “green”. solutions, disproportionate to the amount spent on its green PR strategy.
King Charles III is a renowned conservationist (he recently spoke at the Cop26 summit in Glasgow) and is the overseer of a personalized royal crest known as the Terra Carta, which recognizes brands and companies that meet the Royal Standard for environmental sustainability, including multinational corporations such as Amazon, Unilever, AstraZeneca and Bank of America, “in recognition of their commitment and drive towards creating truly sustainable markets” .
So would it be likely that fossil fuel companies, car brands and other less sustainable businesses under the Royal Warrant would be barred from reapplying due to an overhaul of the criteria? Or, with his role requiring him to no longer have a strong view of politics or politics, will the new king even be able to maintain his position on the environment?
Solitaire Townsend, the co-founder of sustainable agency Futerra, says that as king, “His Royal Highness has less room to voice his deep concerns about climate change and sustainability”.
But, she adds, that makes the soft influence all the more important. “Warrants are a great example. They’re coveted, with high brand value and recognition – but with a somewhat opaque process for granting them, they’re soft power in action. What a great way for a new monarch to send a strong signal without saying a word!
Jake Dubbins of the Conscious Ad Network doesn’t necessarily think we’ll hear less from Charles about the environment. “Science is not political,” he said, adding that, if the new king were to align the royal mandate criteria with the Paris agreement, “this is an opportunity to support science, because the crest carries a fundamental seal of approval”. .