Sustainability in an inflation economy: What marketers can do | WARC | The Feed
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Sustainability in an inflation economy: What marketers can do
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.
Takeaways
- To share the cost of inflation, brands can leverage the appeal of eco-marketed products as consumers will pay for sustainability.
- Brands should provide consumers with information on how and why being sustainable leads to greater costs....
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