Post by bonnasuttadhar225588 on Feb 15, 2024 10:59:11 GMT
How can brands break through the marketing noise to connect with consumers' values to build a sustainable future? This topic was addressed during SB'22, an initiative of Sustainable Brands , where more than a thousand professionals in communication, brand and marketing, social responsibility, sustainability, and leadership gathered to explore and share ideas and opportunities on how to promote and improve sustainable performance. Well, a preponderant issue is that more than ever there is a growing consumer interest in the problems that encompass sustainability and Corporate Social Responsibility ( CSR ). Some of the most notable aspects being diversity, equity and environmental problems. Consumer values are changing, brands must understand it According to Raphael Bemporad, founder of BBMG , a brand and social innovation consultancy, the changes that are to come are especially discouraging for those under 30 years of age, this will radically change the way they interact with commerce and key decisions of his life. An example, Bemporad noted, is that from a recent report that surveyed more than 30,000 people in 30 countries, the findings were clear: 44% of young people (those under 30 years of age) do not want to have children due to climate change.
This is one of several metrics that show the transformation. For him, those people who identify as Gen Z, that is, the age group born between 1997 and 2015, are feeling the most simultaneous effects of the climate crisis as they grow up in the early stages of their careers and adult lives. , modifying your key priorities. “Millennials and Gen Z believe in their individual power to drive Cyprus Email List change.” Deloitte. young people-request-greater-commitment-to-companies-in-sustainability Likewise, several studies explain that this population group is channeling their energies into meaningful actions: increasing political participation, aligning expenses and professional choices with their values, and driving change on the social issues that matter most to them. It is important to break through the marketing noise on the path to sustainability Certainly, Gen Z is challenging companies to address the most pertinent social and environmental issues, and taking them into their own hands when they don't see a result fast and effective enough. So, with this new mindset and purchasing power of Generation Z, it makes sense for communication professionals to break through the marketing noise to connect with consumers' new values.
Given this, the advisor of the renewable energy semiconductor manufacturing company, Linear to Circular , Chris Oestereich , highlights that the data shows how purchasing trends in the grocery aisle are favoring corporations with significant sustainability and responsibility efforts. social. Hence the importance of accelerating the transition of companies towards more responsible and sustainable practices and not being left behind. Another area where organizations have an opportunity to break through the marketing noise is environmental, social and governance (ESG) criteria. Cora Lee Mooney, ESG consulting partner at the consulting firm PWC, indicates that there are often myths around ESG, however funds and investments of this type often have higher returns than their less socially and environmentally conscious counterparts. Consumers ready to switch to more sustainable habits For her part, Sandy Skees, global leader of purpose and impact at Porter Novelli – a strategic communications company – has connected this concern for the health of society with a spectrum of how consumers want to solve the climate crisis, at their own pace.
