Michael Hanbury-Williams, head of sustainability & purpose at UM London, and Gabriele Herrmann-Scharnberg, client partner at Kantar, are both committed to helping their customers drive sustainable marketing practices. Here, they share insights from their latest collaborative project.
The 2020s are a make-or-break decade for climate action. The how, when, and why to promote a brand’s sustainability credentials have never been greater. And while the environment remains a top priority for many businesses, many marketers still face the challenge of balancing sustainability goals with driving marketing growth, especially in a tough economic climate.
In our latest research and new whitepaper, we surveyed more than 5,000 U.K. shoppers to explore how sustainability shapes brand preference and drives purchase decisions. Here are three core insights brands should consider, plus actionable tips for marketers.
1. Showing purpose can drive brand perception, product consideration, and ultimately sales
Today’s consumers want more than just products — they also want to buy from brands with a purpose. While “value for money” and “quality” are still influential drivers for intent, brands that present sustainability in their positioning will gain a competitive advantage.
The majority (81%) of shoppers surveyed said they want to buy environmentally sustainable products but believe brands need to make the “greener” option the “easier” choice from an availability or cost point of view. And 67% of shoppers believe that companies are responsible for addressing climate and environmental issues.1
Take meat-free options. They’re often deemed more expensive, as nearly half (41%) of meat-free shoppers still consider higher prices to be one of the biggest barriers.2 However, the “green premium” no longer exists, and meatless options can actually be cheaper. Our research found that a leading supermarket’s meat-free meatballs were considerably less than their animal-meat version (£6.84 per kg vs. £9.38 per kg). This presents a huge opportunity for retailers to win shoppers by tailoring their messaging for people seeking more eco-friendly choices.
Takeaway tip for marketers: Purpose-driven strategies and sustainable offerings drive brand loyalty and appeal to a wider, more eco-conscious consumer base. We recommend using the PAVE Framework (Product, Actions, Value, Ethics), featured in Chapter 2 of our whitepaper, which helps businesses turn purpose into tangible promises that resonate with shoppers.
2. Different generations have different drivers — and the younger demographics are really leaning in
Sustainability is becoming increasingly important across all generations, but especially among younger people. Notably, over half (62%) of all shoppers surveyed said they go online at least once a month to research sustainability — and that percentage rose to nearly 90% for the Gen Z age group.
When we looked at the sportswear sector specifically (see image below for results), sustainability is already playing a significant factor in purchase decisions, and this trend is set to continue.
Shoppers are also thinking about sustainability more holistically. They value fair working conditions, adherence to diversity, equity, and inclusion (DEI) protocols, and social responsibility when they’re considering their buying choices. Younger Millennials (aged 25-34) and Gen Z (aged 18-24) were specifically driven by brand values and sustainable business practices. Meanwhile, Baby Boomers tend to focus on product features and specifications, such as recyclable packaging, materials, and energy-efficient manufacturing processes.
Businesses that take the time to understand these nuances, generational shifts, and motivational differences will foster deeper connections and achieve greater resonance with their audiences.
Takeaway tip for marketers: Prioritise cultivating genuine trust while bridging the gap between sustainability awareness and action. This means communicating authentically and providing transparent information at the point of purchase to facilitate more sustainable choices. Tailor messaging and test various creative approaches for different generations.
3. Media choice matters for your sustainability messaging
Enhancing the findability of your messaging is essential for transforming a brand’s purpose into meaningful growth. No matter how powerful your mission statement, its impact will hinge on how easily shoppers can find and recognise it. Our research highlights a significant gap: in most categories, fewer than 2 out of 10 shoppers can accurately associate a mission statement with its respective brand. A missed opportunity, since 71% of shoppers believe a brand’s mission statement differentiates it from competitors, and 69% are more likely to purchase from a brand once they are made aware of it.3
Knowing how, where, and when to promote your messaging is crucial. As media planning centres around reach and relevance, brands need to establish which channels are product-led versus sustainability-led.
Product-led touchpoints, such as brand websites, are well positioned to drive engagement, sales, and loyalty by predominantly promoting features and specs. Meanwhile, Search, TV, and online video are all go-to channels for consumers in the pre-purchase stage and those looking to learn about topics like sustainability. This means consumers across these channels are more likely to pay attention to what you have to say in this area.
Takeaway tip for marketers: Amplify the visibility and reach of your messaging across multiple touchpoints. Although channels varied by vertical, we found that
Search and online video were consistently important for shoppers to discover, learn, and conduct pre-purchase research. Invest in these channels and incorporate a “sustainability match” criterion (detailed in Chapter 6 of our whitepaper) to evaluate how effectively your media channels meet consumer expectations with your product-led and sustainability-led messages.
Download our whitepaper
This is just a small taste of the many things marketers can do to drive big change towards a greener, greater future. Download our whitepaper for more insights and tips on how to pave the path to purchase for your customers and show up more effectively for your sustainability-driven shoppers.
