Sustainability appeals must be category relevant and avoid scientific jargon

Sustainability messaging can increase a brand’s reach and relevance, a study has found, but only if marketers tap into a variety of best practices.

Sustainability messaging can increase brand reach by attracting new consumers, a study has found – but only if marketers avoid common traps like using scientific jargon or ignoring tangible benefits for shoppers.

These findings emerged from research presented...

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