Creativity Can Improve Corporate Sustainability Messaging
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Creativity Can Improve Corporate Sustainability Messaging

/ Quick Take

Consumers 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.

Create communications that stand out and are memorable 

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:

Consumers 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.

Create communications that stand out and are memorable 

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:

  • Simple language and messages convey complex issues more easily: United Airlines pilots explain to Oscar how trash can be converted to sustainable aviation fuel, reducing carbon emissions. Similarly, Apple CEO Tim Cook and his team provide Mother Nature with updates on Apple’s environmental initiatives, citing the elimination of plastic packaging, use of clean electricity, and carbon-neutral offices, among others. The messages highlight tangible benefits that are easy to understand, even for nonexperts.
  • Surprise and humor create attention and memorability: The Apple leadership team reporting to Mother Nature and Oscar acting as chief trash officer are unique ways to convey sustainability initiatives with humor rather than with a serious scientific tone.
  • Social currency increases campaigns’ reach: Humorous or otherwise “cool” ads can have social currency, increasing their likelihood to be shared on social media.

Authors

Denise Dahlhoff, PhD

Denise Dahlhoff, PhD Denise Dahlhoff, PhD

Director, Marketing & Communications Research
The Conference Board

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Layla Cole

Layla Cole Layla Cole

Intern, Marketing & Communications Center
The Conference Board

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