4 PRINCIPLES TO ELEVATE YOUR BRAND’S SUSTAINABILITY NARRATIVE
The sustainability movement is in crisis. Consumers are indifferent and disinclined to act. How to fight back?
Despite countless documentaries, movies, TV series, global conferences, and even unprecedented heatwaves, droughts, and floods, it feels like we are unable to make seismic change.
Are marketing, creative and communications professionals failing at telling the story? There seems to be a lack of a unifying and compelling narrative. Can we blame consumers for being confused? For example:
Plastics are bad. Use less plastics or switch to paper packaging.
Stop using paper. It can cause deforestation.
What is the right call-to-action for companies and brands to amplify? There are many tested and proven systems already in the market.
Here are 4 principles for more effective communication and enabling behavior change. This is about bold actions, not to be adopted for greenwashing.
SIMPLICITY
We can’t expect consumers to understand the meaning of 5g of CO2 on a carbon label without any context.
Consider: color system (red, yellow, green).
Example: Noom. Stop dieting. Get life-long results.
CONVENIENCE
Sustainability should be the default option, so make it easy for consumers to access pre-screened services and products that are good for them and for the planet.
Consider: subscription model
Examples:
Regenerative Travel. Where your vacation meets your value.
Thrive Market. Organic without overpaying.
REI. A lifetime of boundless discovery.
RECOGNIZABILITY
Consumers respond well to claims by brands that are independently verified.
Consider: sustainability certifications
Examples:
B Lab U.S. & Canada. Behind the B.
Positive Luxury. The Butterfly Mark.
REWARD
Make your consumers the heroes.
Consider: value-based loyalty program in which customers can donate their points toward causes and charities that matter to them.
Examples:
Ben & Jerry's. Flavor Fanatics.
The Body Shop. Love Your Body
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When you’re ready, there are 3 ways we can help you with your sustainability journey.
The Sustainability Certification Program: Increase your sustainability credibility by gaining a globally-recognized sustainability certification.
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