Align sustainability initiatives with consumers’ messaging expectations

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 10, 2022, 2:17 AM GMT+0

Marketers can gain valuable insights and improve sustainability messaging by researching key accounts or a consumer sample.

In the context of corporate reasponsibility, companies would do well to seamlessly communicate their sustainability efforts to their stakeholders and the broader ecosystem. This can help companies avoid allegations of greenwashing on social media or in the courts. However, because sustainability might be interpreted subjectively, businesses must seek constant feedback from consumers to successfully explain their sustainability initiatives.

Focus groups, 1-on-1 interviews, and other market research methodologies can help brands develop a framework for talking about their sustainability initiatives on their corporate website, through press releases, and on product packaging. Determine how important sustainability is to customers and identify keywords that make sense to them to use on the packaging or the website.

Test multiple messages, phrases, claims, and more using the "MaxDiff Analysis" approach to find messaging elements that make the most sense to customers on a larger scale. Evaluate the final copy/package designs and ensure the new messaging is aligned with the website and packaging to communicate sustainability efforts to the management and consumers.

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