Selling sustainability

Get customer to take action

Less barriers, more benefits = value

benefits and barriers

Functional, emotional, social

Functional

Value for money, performance, quality, time, safety, convenience

Emotional

Sensory experience, physical comfort, excitement, self-worth, personalization, happy

Social

Family Bonding, more desirable, cool smart or able, community, shareable product

Functional ex

Intermarch 30% discount on Inglorious Fruits and Veg, presented as easy and valuable

Emotional ex

Tesla Insane mode 0-60mph in 3 seconds, show no lower quality or experience in electric car

Social ex

Nike encourage exercise with Fuel band, social sharing app is included and updated

Uneven impacts

Customers create the most environmental impacts in different behaviors with a product so it is useful to research where you can effect their impact.

Remember

Bring customers more value, give functional social and emotional benefits, timing

Sustainable Lifestyles Frontier
Group

collection of pioneering brands working to reveal the consumer value of sustainability

Competitor Brand Analysis

Product Quality, Customer Awareness, Pricing, Product Availability, Advertising, Product Range (All out of 5)

COM-B Model

Capability to do it, the Opportunity to do it the Motivation to do it = B

FOGG Model

Motivation, Ability, and a Prompt= moment of action

B-MAP= Behavior happens

Positioning

Hoe your brand in perceived:

• Brand clarity
• Emotional connection
• Competitive differentiation
• Pricing power

Segmentation

Why do they make decisions?

What have they done?

Who are they?

• Geographic
• Demographic
• Behavioral
• Psychographic

Gauging social purpose strategies

Brand Attributes- Reinforce, New, imitatable

Business Adjacencies- New P/S, Open new market?, Lower cost or increase profit

Consumer Associations- Relevant to customers, customer see connection, positive association

Stakeholder Acceptance- Demonstrable impact, like strategy, avoid inconsistent messaging, perceptions of opportunism, and politicization?

Building a Strategy

Brand heritage, Customer tensions, Product Externalities

Brand roles for social purpose

Generating Resources- (% of profit donated to issue)

Money, time, talent, etc

Providing choices- (Brita over bottle)

Substitutions for unethical products

Influence mindsets- (Nike- Like a Girl)

Advocacy to shift perspectives

Improve conditions- (Coca Cola- Ekocenter initiative in Africa)

Partner with those making direct impacts on social issues