Building a Powerful Sustainability Story
Building a Powerful Sustainability Story
Sustainability sells and makes you money. It resonates with your consumers, retailers demand it and your suppliers need it for long term success
A powerful sustainability story should be used as a tool to build your brand. It should deliver return on your investment. It should support and further your brand story and its’ mission. It is an opportunity to dial up elements of your brand consumers care about. In essence it should enhance your brand strategy.
To build a powerful sustainability story you will need to build a deeper understanding of the world of sustainability from a consumer standpoint and provide an intuitive and robust framework that underpins future strategy.
At Clear we’ve developed a very simple approach designed to develop a sustainability story that directly drives brand growth:
Uncover the key insights that will underpin your thinking.
By truly understanding consumers you can uncover the big insights that will guide your thinking and underpin your strategy. You need to explore the WHO, WHY, WHY NOT’S, WHEN, WHERE and WHAT of the market to uncover all the opportunities.
Deep analysis of the dynamics in your market.
Depth of understanding is critical in building a strategy that helps your brand really connect with consumers in each market. You will have to truly understand consumers, their rational side, their emotional response and their unconscious behaviour. In short, how consumers THINK, FEEL & ACT.
Select the right messages for your brand.
Once you have a deep understanding sustainability, you can then craft a series of consumer facing claims and test them quantitatively to determine which messages resonate most strongly for your brand and category. Understanding how consumers interpret different messages helps you choose a message that is aligned to your brand values.
Activate the strategy.
A well thought out sustainability story becomes a great sustainability strategy when we are able to activate it in a way that truly resonates with consumers. We’ll work with you to put together an activation plan that maps out the communication and product implications across key consumer touchpoints.
If you would like to know more about building a powerful sustainability story then please contact Damian or Hubertien