Our tools for brands with impact

Consumer buying habits change, but only when the relevant narratives and stories are credible. A guest article on sustainable consumerism and the gap between the talk and reality.

This article was published in Absatzwirtschaft 04/24.

When consumers are asked if it is important for them to buy ecologically and ethically sustainable products, an overwhelming majority respond with 'yes’. According to a?McKinsey study, 78% say that sustainability is important to them as part of their personal lifestyle. Marketing and product managers on the other hand say that it’s hard to stimulate consumer demand for?sustainable products. A lot of brands launch products under a lot of ESG marketing fanfare, only to see sales fall short of expectations.?How can this contradiction be explained or reconciled? Do consumers really care if products come with ESG marketing??

Coming up with credible ESG-related claims

Other studies by?McKinsey and NielsenIQ?have shown that products marketed with ESG claims average growth of 28% versus only 20% for products without. Consumer buying habits thus really are changing, but only when the relevant narratives and stories are credible. However, brands have to make specific ESG-related claims to activate consumer buying readiness. These claims must further the brand’s value proposition and support innovation and an interaction strategy.???

We have mapped out sustainable and regenerative narratives to use as a strategic tool for generating credible ESG-related claims for brands to use. This map provides an overview of the four key territories within which brands can credibly position themselves today as sustainability-relevant brands:?

a)?Self Efficacy?– This is where brands support regenerative behaviors along the lines of “refill, repair, recycle”, upcycling and using of secondary markets.?

b)?Living Systems?– brands in this field emphasize their transparency, responsibility toward the planet and resource-efficient business processes. ?

c)?Co-Evolution?– Brands in this territory take social responsibility, paying consideration to all living beings in their diversity.?

d)?Well-Being?– Brands operating in this territory hold out the promise of physical and mental health attained through the purity of natural ingredients.?

From new narratives to impact?

Real impact does not occur simply by talking about sustainability. That’s where our Protopia Playbook of behavioral hacks comes in, for use in combination with the sustainable/regenerative narrative map. The Playbook is full of best practices successfully employed by companies of various sizes in relation to all of the narratives appearing on the map. They represent hacks that help brand owners embed sustainability in the customer interactions that make up the brand experience. Like getting a dog for example when you are just too lazy to go out and do exercise.

Currently, we are seeing several prominent brands occupying the "Conscious Behavior" quadrant. A brand opting to implement the “longer lifecycles” narrative, for example, has several hacks to choose from. Take a moment to consider how any of the hacks outlined below could bring about changes in your offering and/or in consumer behavior.?

1. Refurbished?– This hack attractively leverages the aspect of significantly lower price combined with a guaranteed behavior change; examples include the platforms Backmarket and Refurbed, where users can purchase second-hand tech products.?

2. Pre-loved?– This hack is about proving the prejudice wrong that old things have lost their value. The history and stories of products are highlighted to reveal their persistent value. eBay makes use of this tactic in its pre-loved Christmas pop-up store, promoting gifts that “tell a story”. Patagonia’s “Worn-Wear Stories are another example, where users talk about how products they love become more valuable to them with each use.?

3. Upcycled?– This set of hacks focuses on product origins in order to activate the target group. The company Kultbag provides a case study, which sells robust bags made of textiles used by fire departments in its “Alarm” product line in a fire-fighting aesthetic.?

The journey of sustainability

Authenticity and uniqueness are a must for consumers, and sustainable narratives and hacks pick up on this. These aspects should be anchored in the brand attitude. For those who choose to walk the path of sustainability are subjected to scrutiny, by a community?whose members can be very strict.??

But no one should be deterred for that reason, for lead users?and others believe that sustainability is not really a characteristic but rather a movement, process or journey. To members of this community, what counts is not words or stated goals but rather the actual impact companies or brands have, looking at how transparent the decision-making is, what setbacks have been overcome and how their actions have positive results.??

Let’s look at the stumbling blocks appearing along the way as invitations to jump over them. As we all are well aware, the world needs new solutions!?

Author: Europa Bendig

Europa Bendig, founded STURMundDRANG with the idea of creating more meaningful, consumer-relevant offers. With her 20+ years experience – especially in the beauty?and pharmaceutical industry – she infuses companies with deep insights?and foresights that create brand engagement?and fuel resonating innovation.?Her specialty is to support brands in creating culturally meaningful stories, codes and interactions for more sustainable relationships between people and brands.