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How can brands effectively market their sustainability efforts, and are we at odds with classic marketing strategies?
Biodegradable, eco-friendly, organic — these green branding concepts have rapidly appeared on packaging and in advertisements, forcing businesses to engage, even if their products aren’t truly aligned with a mission committed to people and plant. Today, a third of customers prefer to interact with brands for whom consideration for the environment is more than just a fad, but rather a core principle of the business.
Fortunately many international organizations and businesses have started taking aggressive action to combat the deterioration of natural conditions including changes within their own operations. In an effort to help raise awareness about these initiatives, restructured marketing strategies can be used to champion the brand’s sustainability mission and convey it in an authentic manner to both current and potential customers.
94% of Adult Consumers Say a More Sustainable Lifestyle Is Important Finds Study From Compose[d] x MaCher
Sustainability Significantly Impacts Purchasing Behavior and 47% Would Pay More for Sustainable Products
New York, NY — May 6, 2021 — A new study, Sustainability & Consumerism: U.S. Consumer Behaviors and Preferences, released today by Compose[d], a digital creative services and strategy agency, and MaCher, a promotional product and design company, takes a deep dive on how consumers view sustainability and their expectations of brands. The study surveyed 1,000 consumers (age 18–75) in the U.S. in March 2021.
Our Sustainability Partner, Derek Sabori/The Underswell gives his thoughts on this crazy year that we’ve had, some positive takes from it, and what we can look forward to in the year ahead.
What a mixed bag 2020 has been, right? I don’t know about you, but I came into 2020 thinking it was all good, that THIS was going to be the year. By March, however, it was clear that THIS was going to be THE year; just in a different way.