How to Rebrand Sustainability
After a busy day at work, I decided to go on a walk with my son. I was talking to him about the things I do for work. “Mom helps people talk to each other about what they do best.” To which he responded, “You help people be good?” Yes, finding the good in what we do every day is just another reason I love my job. With so many brands and leaders today struggling to find the right words to say about sustainability, it would be an understatement to say our Labs have been busy lately. There’s good all around us, we just need a little focus on what we care about most, who we want to tell, and how we can say it in a way that is authentic, even to a 10 year old.
Sustainability and ESG have been around for a long time, but everyone is asking right now, “How do we rebrand it for the next generation?” Whether you are working on an annual report, updating policies, or creating new campaigns, a little market research can go a long way. We know younger generations of consumers care even more about the environment, but what they want to see from brands that actually impacts their purchasing decisions is the real question.
In fact, 71% of Millennials say climate change should be a top priority to ensure a sustainable planet for future generations, the most of any generation surveyed.
According to Deloitte, Gen Z is adopting more behaviors than any other group: 50% reduced how much they buy, 49% stopped purchasing certain brands due to their lack of alignment on sustainability issues.
Over 55% of Gen Z says they research a company’s environmental impact before accepting a job from them.
Finally, 69% of Americans say businesses are doing too little to reduce the effects of global climate change.
Are companies doing too little or are we not talking about sustainability efforts enough? When embarking on sustainability strategy and communications, here are a few things to keep in mind for your re-branding efforts:
1. Understand the topic from your audience’s perspective. Get to know the WHY behind their opinions and purchases.
- Knowing what your target market cares about most right now is the first step in crafting a winning strategy. In-depth interviews and focus groups can help you dive deep into complicated subjects with niche audiences.
2. Develop new campaigns about sustainability (HINT: It’s not just one thing to one audience)!
- To deeply connect with your audience on conflicting topics, start with how your specific strategy aligns with your principles and values in several ways. Focus on the actions you took to make the planet a better place.
3. Avoid overstatements and corporate jargon. Let the truth guide you and find your brand voice.
- Authentic marketing is the only way to connect with your audience and build trust. Try telling new stories about what you did for your customers and include key outcomes. Speak to your audiences like you would a friend.
So maybe my son was right. If we help people do more good, and tell more people about all the good things, the world just might be a better place. Start a rebranding conversation with Conversate Labs and you may walk away feeling good about your new sustainability journey.
OUR MISSION
Conversate Labs empowers brands and leaders to connect with the next generation through audience-driven insights and powerful storytelling. We believe your words and actions matter most! Schedule a listening session today.
