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01 September 2022
Sustainability in an inflation economy: What marketers can do
SustainabilityEnvironmental & social issuesMoney & finance
When prices are rising, marketing has a role to play by helping brands to get consumers to share the cost of inflation, says R3’s Gregg Paull.
Why it matters
Brands can use sustainability as a strategy to push premium pricing, by highlighting sustainable processes that produce longer-lasting products, and by removing the inconveniences that are a barrier preventing consumers from making better choices.