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28 September 2023 / Quick Take
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Copy LinkConsumers increasingly care about corporate sustainability but often find it hard to understand companies’ sustainability efforts and their positive impact. Less than half of US consumers feel well informed about corporate sustainability initiatives, leaving plenty of room for improved messaging to impact consumer behaviors.
Insight for What’s Ahead: More frequent and more effective and innovative consumer-oriented sustainability communications can help brands differentiate themselves while improving awareness and likeability among consumers. This in turn could allow for price premiums for sustainable goods and services.
Novel types of sustainability communications for a broad public include Apple’s Mother Nature spot and United Airlines’ chief trash officer campaign featuring Oscar the Grouch. Some learnings:
