Companies must provide visibility into their sustainability models

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 11, 2020, 2:42 AM UTC

Avoid “greenwashing” products to make them seem eco-friendly.

This article shares that Gen Z will comprise 40% of global consumers in 2020 and 94% of them believe that companies should address urgent social and environmental issues. For this cohort, whether a brand practises sustainability is a factor that can influence purchases. The author shares tactics a brand can implement to embrace sustainability.

Brands must get certified for sustainability as per suitability. They could opt for B-Corp, TRUE Zero Waste, LEED, Green Business Bureau or other relevant certifications. They must provide visibility into their sustainability models like a peek into the supply chain.

Companies must first launch their sustainable products for focused audience segments. They could include higher price points to stress test price tolerance. They must test messaging and product options as per tested direct-to-consumer playbook tactics to understand actual product-market fit better.

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