Tag: environmentalism

Retailers to Tout Sustainable Offerings

"The ways in which com­pa­nies are deliv­er­ing on their brand promis­es to con­sumers is steadi­ly widen­ing as sus­tain­abil­i­ty expands well beyond food and bev­er­ages. While we expect sustainable-minded shop­pers to spend up to $150 bil­lion on sus­tain­able prod­ucts by 2021, sus­tain­abil­i­ty is start­ing to dri­ve gains in every­thing from resource man­age­ment to prod­uct pack­ag­ing. Here’s a glimpse into the myr­i­ad ways in which con­sumer pack­aged goods com­pa­nies are embrac­ing sus­tain­abil­i­ty and out­per­form­ing along the way."

Marketers to Update Their Sustainability Messages

Mar­keters use a num­ber of strate­gies to attract con­sumers and build loy­al­ty. These tools often go beyond per­son­al­iza­tion in emails or exclu­sive dis­counts. One key strat­e­gy is to build affin­i­ty and this often means spon­sor­ing a favorite sports team, fund­ing a char­i­ty, or show­ing con­cern for the envi­ron­ment. Accord­ing to Young & Rubi­cam, mar­keters are going about the mes­sag­ing for envi­ron­men­tal sus­tain­abil­i­ty all wrong.