Sustainability claims must tie back to a brand’s category | WARC | The Feed
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Sustainability claims must tie back to a brand’s category
Sustainability messaging has the greatest impact when brand claims are relevant to the category and if it can prove to have direct benefits for consumers, a new study has found.
Why it matters
Consumers are increasingly aligning themselves with brands that demonstrate a commitment to sustainability. Marketers, however, need to be careful about the messaging they use to find the right claim for their audience, and to avoid accusations of greenwashing.
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