Over quality & price
People of today are more proud, advocating and emotionally connected to brands driven by purpose instead of cost or quality.
People of today want to co-create value with brands in order to feel belongingness and self-realization as consumers, employees & investors.
People of today expect companies to “walk their talk” and independent peers to “talk their walk” to qualify as a trusted, engaging brand.
If you are a sustainable brand today, the good news is that you have an advantage when dealing with 65% of citizens today. The bad news is that you are currently losing 39% of these potential customers with an intent to buy sustainably.
Why? Knowing which brand performs best on cherished social or environmental causes is not straightforward!
Three of the main barriers preventing sustainable consumption are exactly 1) awareness, 2) confusion and 3) trust in the company’s sustainability claims.
Even the most heroic sustainability practice can go unnoticed or backfire without the right branding side-kick.
The current media options each have their weaknesses yet share a kryptonite:
They do not empower a company to accumulate credit, a comparable competitive advantage, incentivized word of mouth and a resonating co-created brand.
Today, the consumer decision journey is pulled rather than pushed, cyclical rather than one-off, and social rather than isolated.
The future of sustainability branding caters to these modern buyers by giving them the information and role they need, organically at each stage of the developing relationship.
This way, people will helpfully spread love and loyally come back in a happy, ongoing viral spiral - rather than the opposite.