Making the most of focused sustainability messaging can help brands increase their reach and relevance by anywhere between 24 and 33%, according to research from PR giant Edelman.
The extensive study – which spoke to 2,700 consumers – revealed that customers responded positively to sustainability messaging across a wide range of high-profile consumer-facing corporates – including Mars, The North Face, Unilever and Hewlett Packard.
Consumers reacted positively to messages about products not containing harmful ingredients across all categories. However, claims of 100% recycled packaging did not fly with consumers unless there was an additional reason to care such as “micro plastic-free packaging for human and ocean health”.
The report also found that consumers were less interested in the scientific reasons behind a brand’s sustainability messages unless this was tied to a personal benefit to them, such as “reduced air pollution for cleaner air to breathe” as opposed to “reduced air pollution”.
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Conducted by New York University’s Stern Center for Sustainable Business, the research highlighted the opportunity for brands to invest in sustainable messaging.
“We have documented the growth in market share for sustainable products, but we need that growth to scale much faster through increased consumer demand and adoption from mainstream brands,” said founding director Tensie Whelan.
“The amplifier effect is real and can help brands reach and engage more people. We hope this mobilises brands and marketers to act and put sustainability at the core of business strategy, innovation and communications.”
A recent survey of 506 global sustainability leads also indicated that a lack of ESG education is a barrier faced by boardrooms, with many CEOs saying they face a green skills recruitment gap.
