If your brand is investing in impact and sustainability initiatives, you need to talk about it.
Sustainability has significant potential to drive sales and brand equity. But, many brands don't effectively communicate the positive impacts they're making.
The market research is clear. Consumers expect companies to take a leading role in addressing environmental and social issues. Yet, many Australians find sustainability claims made by organisations confusing.
So, does leaning into purpose actually contribute to profitability and brand health?
The short-answer? Yes. Absolutely, yes.
The longer and more complex answer? It’s not only about what you do but HOW you talk about it. Your customer has to know you’re doing it but also understand and apply meaning to it.
"Brands that activate their purpose will not only drive brand perception, they will also drive product consideration and, ultimately, sales."
Magna / Kantar Research