Sustainability is no longer a choice but an expectation for brands. It goes beyond environmental responsibility, becoming a core aspect of brand identity. Consumers now seek brands aligned with their values, and sustainability is a pivotal factor influencing every aspect of a brand’s story, from sourcing to production practices. Embracing sustainability isn’t just ethical; it’s a strategic move for brand loyalty and relevance in a world where conscientious consumerism shapes the future.

In today’s landscape, sustainability has evolved beyond being a mere trend—it has become an imperative for brands to wholeheartedly embrace. The efficacy of conveying a brand’s mission, commitments, and practices to the public goes beyond the act of disseminating information; it entails a strategic endeavor with the transformative potential to instigate profound, long-term shifts in consumer behavior and mindset. Choosing the right channels and crafting compelling narratives is akin to wielding a powerful tool that can catalyze a positive domino effect.
This strategic communication, rather than being a one-way transmission of information, is a dynamic engagement that can prompt consumers to reevaluate their choices and embrace values aligned with the greater good for the planet. It transcends the traditional boundaries of marketing, evolving into a catalyst for change—a catalyst that not only influences individual choices but also shapes a broader cultural shift towards a more conscientious and sustainable future.

By adopting this strategic approach, brands not only convey a message but become active participants in a transformative dialogue. This dialogue fosters a collective consciousness geared towards sustainability, creating a ripple effect that extends beyond individual consumers to impact communities and societies. Thus, the right way to communicate a brand’s commitment to sustainability holds the potential to reinvent not just consumer behavior but the very fabric of our societal values, steering us towards a future that prioritizes the greater good for our planet.

About The White Paper

Through the semiosis of current sustainable consumer-packaged goods (CPG) brands, we uncovered the themes of Sustainability Communication that drive the most Consumer Appeal, Sustainability Interest, and Purchase Adoption.

This report will guide brands to identify the gaps in their Sustainability Communication to their current and future target audiences.

Key Figures

50%

consumers find an optimistic, sustainable future that integrates human impact with environmental benefits most appealing. 

28%

consumers find that a hopeful positivity will make them more interested in Sustainability topic.

45%

consumers would purchase brands that communicate an optimistic, planet-human co-benefit future on a regular basis.

This White Paper Will Address The Essential Questions:

• How is your brand communicating Sustainability currently?
• What communication do your customers like the most?
• What communication interests your customers the most in Sustainability?
• What types of sustainable products and brands will your current and future customers adopt?
• How can your brand bridge the ‘Say-Do’ Gap?