Over 80% of people say sustainability is more top of mind now than before the pandemic. By demonstrating positive impact, brands can help shoppers make more confident choices.
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Shoppers searched for ways to go green.
Source: Google Data, Global English, all search phrases unless otherwise specified, Sept. 1, 2019–Aug. 1, 2021.
Brands are in a position to support individuals in their purpose-driven aspirations and healing.
Community members helped each other.
Source: Google Data, Global English, all search phrases unless otherwise specified, Sept. 1, 2019–Aug. 1, 2021.
What these insights mean for brands.
Brands are in a position to support individuals in their purpose-driven aspirations and healing as people think about changes they can make for the greater good. Concrete company actions mean more than statements, so make sure to identify quantifiable, reportable progress. Tools like Carbon Footprint can help track gross emissions by product, project, and region, empowering teams with the metrics they need to drive change.
1. Set concrete goals to stay accountable.
In addition to using clean brewing processes, Heineken aims to bring renewable energy to 50% of bars and restaurants in 19 Brazilian capitals by 2030. Establishments will submit their energy data in exchange for a reduction proposal and monitor savings online.1
2. Make the future accessible.
To promote its Nexo hydrogen car, Hyundai and its creative partners launched a creative campaign that illustrated the car’s technology abstractly — with a bubble maker. In doing so, it conveyed product benefits quickly and memorably, without getting mired in scientific details.
3. Community is key, online and off.
The communal effort to protect strangers from COVID-19 through social distancing, masking, and vaccination has created a community-minded spirit that spans spaces. That’s why the Minnesota-based Queerspace Collective provides both in-person and virtual youth mentoring.2
