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Consumers are increasingly aware of the environmental and social impact of their choices, and they expect brands to share their values and act responsibly. How can you align your brand with this shift in consumer mindset and behaviour? Kantar | #SustainabilitySectorIndex

📚🌎 Dive into the future of business: Download our 2023 Sustainability Consumer Behavior Report today! Uncover global trends, engagement tactics, and real-world examples that turn sustainability into a winning strategy. Get your copy: https://hubs.li/Q020dbX10 #SustainabilityInsights #ClimateAction #ClimateInsights #ConsumerInsights

I had the great pleasure of attending a round table last week on consumer sentiment and emotion around sustainability, and how brands and companies can best tap into this. It was inspiring to hear the progress leaders from Unilever, PepsiCo, Colgate are making… and their passion and conviction to do more. If you’d like to read the report, containing the consumer findings and marketers’ thoughts, click below!

Interested in how marketers can use their skills in insight and behaviour change for better people and planet impact? Download our report on making sustainable choices more attractive!

For over a year, I have been obsessed about finding a solution for the problem of the “say-do gap” exhibited by consumers when buying sustainable brands. Bain & Company in their 2022 paper wrote “Companies that close the say-do gap set themselves up for success”. McKinsey & Company says that consumers increasingly demand sustainable options and are willing to pay for them. There has been much talk about consumer intent and their exhibited intent-action gap, but no one has offered a solution. We are the first to take a stab at figuring out a solution framework. Consumers buy stuff that is good for them, from companies that are good for the planet. So how can companies communicate their values, persuading consumers to make the switch to sustainable, AND pay the justified premiums? This is the basis of the paper presented by Jogitha Kanappaly and the team from Tikao - AI.GENCY We also tackled the rampant problem of #greenwashing by developing a framework (and technology) that helps Brands communicate with full transparency and traceability. Today, our work is more of a hypothesis and a proposed academic framework. As we engage with leading global brands, we will be happy to share data and evidence in future,of what works and what doesn't. This is not an easy problem to solve; but if we are able to, our framework will help thousands of small businesses market effectively and break in to garner mainstream adoption. We need change in consumer behavior, we need more affordable pricing and access to sustainable first brands, we need more regulation, we need less greenwashing and we need more tolerance on social media. 🙏 #sustainabilitymarketing #brands #sustainable #consciousconsumers

Sustainability & the Consumer 🌍 🌎 🌏 Consumer attitudes toward sustainability have been undergoing a significant transformation in recent years. As environmental concerns become more pronounced, consumers are increasingly mindful of the impact their choices have on the planet. This shift in consciousness is reshaping the consumer landscape in several ways, but how should businesses respond and encourage this consumer behaviour? In partnership with Financial Times, Bain & Company have produced a short but insightful clip following research on consumers' views on sustainability. The four actionable levers for companies and executives to act on the insights of the research: 1. Strategy: Include consumer behaviour change as a variable 2. Segmentation: Forget about the average consumer 3. Test & Learn: Find the right messaging for each segment 4. Regulation: Get out in front of regulation Do feel free to reach out to discuss how our network of Independent Consultants can support on sustainability practices across Retail & Consumer #Strategy #Transformation #Sustainability #Retail #Consumer #TheBartonPartnership #IndependentConsulting https://lnkd.in/e624ScJS

How do you make sustainable options the most attractive ones for consumers? Together with our partners Discover.ai we’ve collated a short report which shares consumer insights and behavior changing recommendations covering: 🌎 Consumer perspectives on the environmental crisis 🌍 Insight from senior marketing, insight and sustainability leaders  🌏 Stories to inspire viable strategies for business leaders Download your report here: https://bit.ly/3uj8r1k #sustainability #sustainablebusiness #goodgrowth #sustainablechoices

Ipsos' ESG watch report reveals a vital insight: one third of consumers believe brands should prioritize ESG over consumer needs. But can brands meet both objectives? Ipsos' extensive research on successful brands shows that brands that understand the context people live in - like their growing concerns on environment - and empathise with them are better equipped to shape the expectations consumers will form in favour of their brand. So I would say that the answer is "Yes, not easy yet possible". What do you think? #IpsosBrandSuccess #ESG #Marketing Shaun DixBenoit TranzerBertrand Piccard

Making the sustainable choice the most attractive one is perhaps the single most important thing we can all do. Together with our partners at Discover.ai we have collated insights and recommendations to help #sustainability #goodgrowth #sustainablebusiness #sustainablechoices

The marketing and advertising industry wields significant influence over consumer behaviour and societal norms, making sustainability a crucial priority. As consumers become more environmentally conscious, there's a growing expectation for brands to align with sustainable practices. As well as this, sustainable initiatives not only enhance brand reputation but also attract a loyal customer base that values ethical choices. Beyond consumer demand, prioritising sustainability is a moral imperative to mitigate environmental impact and contribute positively to communities. By integrating sustainability into marketing strategies, the industry can drive meaningful change, inspire innovation, and pave the way for a more responsible future. #FutureOfAdvertising #MarketingStrategy #Sustainability