Blog articles about Sustainability

How to truly leverage sustainability as a competitive advantage

In the realm of sustainability marketing, a critical and often frustrating phenomenon exists: the say-do gap.

This gap, representing the disconnect between consumer declarations and their actual purchasing behavior, poses a significant challenge for marketers aiming to capitalize on the growing interest in sustainability.

While consumers increasingly claim to prefer eco-friendly and sustainable products, their actions at the checkout often tell a different story. But is this the full picture?

Read on to understand what’s really going on with the say-do gap and how to truly leverage sustainability as a competitive advantage.

Increase brand loyalty and competitive advantage with sustainability innovations

Sustainability is reshaping how brands can strategize to attract and retain customers. This shift reflects a broader recognition that sustainability innovations not only contribute to environmental preservation but also deliver substantial value to consumers.

Read on to explore five ways in which sustainability practices are reshaping consumer value and enhancing brand loyalty.

New consumer insights on the critical stage of EV adoption in the UK

Consumer adoption of electric vehicles (EVs) is quickly approaching its next phase in the UK; EVs make up more than a fifth of all new car sales. We are at the critical stage where early adopters become the early majority – entering the mainstream market. 

What can marketing and insights professionals learn from this significant shift in consumer behavior – in the auto industry and beyond? 

Transport & Environment UK recently hosted a webinar to discuss the UK’s journey towards EV adoption, unveil new consumer insights and share strategies to engage the early majority. Understanding the nuanced perceptions and barriers to EV adoption is crucial to develop strategies aimed at influencing more sustainable consumer choices. 

Read on for a recap of the event and get inspiration on how your company can help bridge the ‘say-do gap’ for sustainability behavior change. 

How can a global organization improve strategic decision-making, align all stakeholders around an action plan, and accelerate deployment?

These were the exact questions Danone faced last year in its plant-based acceleration unit of the specialized nutrition division.

As one of the top global food companies, adapting to changing consumer behavior is always a key challenge for Danone. Consumer demand was rising for plant-based products. Danone wanted to continue to grow infant nutrition by leveraging plant-based assets from the company. Danone’s global strategy and insights team saw an opportunity to use business wargaming to help accelerate strategic decision-making and growth for its plant-based portfolio.

Business wargaming is a data-driven, agile decision-making approach that helps companies make faster and more holistic and bold decisions.

I recently sat down with our clients at Danone to discuss their new approach for agile, cross-functional and collective decision-making. Read on to learn how Danone used business wargaming to transform strategic decision-making and lead the business into a promising new market. 

How organizations can turn “intent” to act sustainably into “action”

Consumers are becoming increasingly vocal about a need for sustainable change in society. While it is encouraging to see this growth in people’s intent to act and buy more sustainably, their actual behavior is lagging.

How can organizations help inspire this behavior? Through consumer psychology, SKIM’s psychological distance framework can help explain why this lag is happening and offer tangible communication guidelines on how to turn intent into action to build a more sustainable world.

Given today’s increasingly green-washed competitive landscape, it’s difficult to stand out, remain relevant, and drive consideration and conversion at the same time. Optimizing product sustainability communications is one way to help your brand achieve these simultaneous goals.

There is also an inherent conflict many marketers face when developing sustainability-related messaging: Sustainable products and services primarily benefit society in the long-term, rather than individual consumers in the short term.

How can brands reconcile this conflicting duality between personal short-term goals and broader long-term goals? How can your brand best provide product sustainability information to consumers in an authentic and impactful way?