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Consumers are confident they can make a difference in the world. This is great news. For the first time, the global public were given an official role in the huge political effort to solve climate change.
But the job isn't done yet, and brands have a key role to play. O ur survey revealed an overwhelming demand for brands to step up on sustainable lifestyles.
Brands have become much more confident in trying to change the world themselves. Superbowl advert-breaks are awash with issue-based messages.
Too much of the cause-related-marketing, sustainability or CSR activities of brands promote what the company is doing, rather than helping the consumer to make their own difference.
Perhaps this is why today, consumers feel that companies are actually making it harder for them to make a difference in the world:. Nearly half of consumers feel brands make it harder for them to live sustainably.
The industry is threaded with scandals about exploitation of workers, so consumers fear that what they buy was made by slaves, or children.
Labelling can be unclear, confusing or incomplete. There is a shocking lack of transparency on social standards in supply chains.
Plastic cutlery comes as default with food deliveries. If you want to help your consumers, start with how they use your products.
The simplest step is to promote the Good Life Goals through your marketing. Each of those people are likely to feel the same way as the general public.
Your people are the touchpoint between your brand and everyone else. Are you helping them live the life they want? The real answer to this survey is to leverage your NPD, acquisition and entrepreneurial activity for the Good Life Goals.
We need products and services that help consumers live a sustainable lifestyle: Electric cars , plastic free supermarket aisle , waterless cleanser , slave free chocolate , and even mass movements against consumerism.
But whatever you do, ask yourself the right question. Your consumer has the right to change the world for the better — how are you going to help her?
Sustainability solutionist, author and co-founder of the global change-agency Futerra, with offices in London, New York, Stockholm and Mexico City.
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