“The evidence suggests that more positive messages are far more effective than anything that might induce guilt,” Whitmarsh said. “The more positive messages can be focused on what the audience cares about, the better — and that might not necessarily be climate change.”
Other, more immediate “co-benefits” of climate action, such as family health gambling data russia convenience and affordability, “are the things that are probably best focused on in messaging.”
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For brands, this means it’s important to show consumers how they can solve everyday problems with sustainability and how their larger sustainability goals can be broken down into smaller steps. On the topic of innovation, focus on the solutions your brand is building and what the future might look like. Make sure to emphasize the meaningful changes your brand has made and act in an authentic, transparent, and measurable way.
►Makes going green feel effortless
While search trends reflect a growing interest in the small tweaks that drive positive sentiment, that's not all they indicate.
A few months into the pandemic, people reported engaging in sustainable activities they could do with limited effort, such as recycling, rather than time-consuming activities like researching products or buying in bulk.
When it comes to green shopping, people don’t want to trade quality, convenience, or affordability for sustainability. Customers expect to be offered more eco-friendly options, but not at the expense of other product benefits. Capturing attention and earning consideration means showing how sustainability addresses the most pressing personal needs on people’s minds when they shop.
In the Face & Body Care category, search interest in “best” is
A bar chart shows search interest in Face and Body Care search terms over time. “Best” (75%) outranks eco-friendly search terms, like “natural,” “organic,” and “cruelty-free,” which each fall under 25%.
To do this, brands should consider incorporating sustainability into the existing value proposition, rather than positioning it as an add-on feature. Try listing sustainability benefits alongside other product benefits so that they become a cohesive part of the brand experience.
Similarly, messaging should position sustainability as the default option rather than a separate choice, removing unnecessary friction and integrating sustainable benefits across the portfolio. For example, rather than creating a new product line, integrate sustainability into a flagship product.
