What we know about sustainability marketing

Looks at the attitudes of consumers towards the topic of sustainability and discusses actions that brands can take to cater to the increasingly environmentally conscious consumer.

With the impact of climate change evident in regions throughout the world, there is increased emphasis on sustainability, which is high on consumers’ agenda, and a positive message for brands.

However, brands need to make sure they avoid “greenwashing”, and that they help consumers turn good intentions into action with relevant, clear, positive messaging and by making it easy for them to make the sustainable choice. Brands can also consider developing a circular business model that emphasises reuse and repair.

Most major advertisers have made commitments to achieving net zero by 2050 if not sooner.This means businesses need to...

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