In times of economic crises, strong brands matter more than ever. They bounce back faster following periods of uncertainty. We feel it is time to investigate how sustainability is driving the brand and sales.
This research sets out to provide deep and actionable insights how brands could – and should – leverage sustainability as a driver for long-term brand building and short-term product sales.
We re-framed a validated and proven path-to-purchase study with modern challenges: sustainability and cost of living.
Method: online survey, n = 1,017, UK, home appliance shoppers in the six months prior to survey.
We combined direct questions, choice model and advanced analytic to go beyond the surface and inform creative approach and media planning to best invest marketing budget related to sustainability (‘marketing for good’).
In the home appliances category, we found that traditional drivers for brand differentiation have maxed out, and the market leader is losing momentum.
We showed that sustainability is a strong driver for brand excitement (shares my personal values and beliefs, is natural and invests in relevant sustainability commitments) as well as driving sales (energy-efficiency). This trend is apparent among all buyers, but even more noticeable among GenZ and Millennials. The brand has great sustainability content but is not sharing it proactively enough.