Sustainability; the marketing mountain few have summited and upon which many have died. From packaging alternatives that fail to perform in the same way as conventional, to premium pricing strategies that prompt consumers to wonder why they need to pay for the privilege. The unfortunate reality is that few sustainability initiatives have proven to work broadly in market. A new study from Protobrand shows that there are four distinct ways in which consumers' relationship with earth is framed, and each of these provide fertile ground for brands to activate. Which consumer persona does your brand activate? The reckless destroyer? The symbiotic transactor? The responsible guardian? The Nature tranquilizer? We invite you to explore these mindstates, even if you do not have a sustainability strategy! Every brand activates at least one of these mindstates. And that is worth a chat.
This #EarthDay, Protobrand is releasing the results of a study conducted among 600 consumers in the USA to explore how people think and feel about humans and planet earth. 🌎 The study shows that there are four distinct ways in which the relationship with earth is framed, and each of these provide fertile ground for brands to activate to achieve more sustainable consumption practices. Watch to learn more: https://lnkd.in/evXf5gx6 #sustainability #marketresearch #insights
