Brands can build a branding programme around sustainability

Brands need to have not only a strategy that advances their sustainability credentials with investors but also an ongoing programme to explain that to consumers, according to InSites Consulting.

Why it matters

Corporate attitudes towards sustainability are shifting as thinking around ESG evolves and as new research indicates consumers have a positive attitude towards brands that take such issues seriously.  There’s a strong marketing case for using sustainability in branding, the research agency explained in a recent webinar.

Takeaways

• Brands need both defensive and differentiation strategies around sustainability: defensive is basically current industry best practice, while differentiation sets a brand apart from the competition.
• Affordability and convenience are frequently cited barriers to increased use of sustainable products and services; many brands also fail to properly educate consumers on what they are already doing around sustainability.
• Awareness, brand preference, brand image and employee engagement can all be enhanced by a branding programme built around sustainability.