Brand in action: How Lenovo sees the need for sustainability | WARC | The Feed

Brand in action: How Lenovo sees the need for sustainability

Lenovo is the world’s top PC brand and the electronics giant’s senior manager brand strategy WW marketing, Abhishek Shah, speaks to WARC about the importance of sustainability to its consumers, as well as for its marketing and products.

Key insights

• Consumers have a high awareness of environmental issues, with high levels of purchase intent for a more sustainable product and the willingness to pay a premium for it.
• India is a price-sensitive and feature-driven market but there are opportunities for brands to own the space by making green marketing core to their business and communication.
• If marketers sensitise and create awareness of sustainability across their brands’ touchpoints, and if marketing strategy aligns with corporate strategy, customer success will follow.