Australian salmon producer Tassal needed guidance on how to address sustainability, either as a strategic pillar within its consumer brand strategy, or as a corporate mission.
Shopper research uncovered the nuances of sustainability as a consumer concern, while our MDS Framework and Brand Structures Analysis determined the contribution to preference of different sustainability aspects. We established that only some foundational claims – e.g., ‘sustainably sourced’ or ‘biodegradable packaging’ – have a big impact in the fresh protein category. Additionally, we found younger consumers (18-35) have the highest level of
receptiveness. However, consumers still buy unsustainable brands that have a lower price.
Our unique blend of research helped Tassal decide to include sustainability as one of five pillars in its ten-year consumer brand strategy. The company also decided to take a holistic approach to sustainability, with the support of all marketing mixes, acknowledging it has a role to play, although not at the expense of other important aspects like taste, health and convenience.