Unlike the generations that came before us, our modern culture is more connected
in conversation than ever before. The power of social media is undeniable; and
we have only scratched the surface on how this platform can be used as a force
for good. With its unique ability to reach almost every cross-section of
consumer, today's brands can engage their audience through education and
inspiration
to drive the adoption of more sustainable behaviors at scale. As brands build
their social campaigns that drive demand for more sustainable products and
services, they can differentiate their brand and establish themselves as leaders
in the marketplace by simultaneously showcasing their own purpose-driven
initiatives.
Prioritizing content that champions sustainable living pays off. Sustainable
Brands®’ Socio-Cultural Trend
Tracker research shows that
brands who act sustainably — and provide support for consumers’ own sustainable
actions — drive brand trust, loyalty and purchasing behavior.
78 percent of US
consumers report that
they support companies that act sustainably by purchasing their products and
services — an increase of 9% since 2021.
Studies also show that over half of
consumers
learn about new brands through social media, and that the amount of time adults
use social media across all channels is at an all-time high of 95 minutes per
day.
It’s encouraging to imagine the kind of future brands could collectively create
if humanity spent this time consuming inspirational content around living a more
sustainable lifestyle.
Circularity by Design: How to Influence Sustainable Consumer Behaviors
Join us Thursday, December 5, at 1pm ET for a free webinar on making circular behaviors the easy choice! Nudge & behavioral design expert Sille Krukow will explore the power of Consumer Behavior Design to drive circular decision-making and encourage behaviors including recycling and using take-back services. She will share key insights on consumer psychology, behavior design related to in-store and on-pack experiences, and how small changes in the environment can help make it easy for consumers to choose circularity.
Sustainable Brands research also revealed the SB Brands for Good Nine
Sustainable
Behaviors as the
most impactful actions that brands and consumers can take to collectively drive
a culture of sustainable living. Brands can leverage these data-driven and
expert-validated behaviors by aligning their internal initiatives with one or
more of these areas, and creating inspirational and educational
campaigns
that directly engage consumers to also take action in one or more of these
areas:
Navigating the ever-changing social media landscape requires constant
moderation, engagement and perspective. Knowing exactly which voices to
activate, influencers to align with, and specific tone of messaging brands
should use to authentically connect with their audience can be a delicate
balance. When done thoughtfully, brands can use social media to champion
sustainable living and generate positive outcomes that are favorable to people,
the planet and their overall business results.
In July of 2022, McCormick & Company
partnered with actress and viral TikTok star Tabitha
Brown to release a
collaboration spice. Brown transitioned to a vegan diet in 2017 and started
making real-time videos to share her vegan journey in a humorous and
approachable way. Her warm personality and upbeat passion has captured millions
of followers. McCormick decided that Brown’s southern charm and uplifting
messages would make her the perfect influencer to represent their brand and
align with their sustainable approach to food.
McCormick amplified the partnership by launching a limited-run product in
partnership with Brown — McCormick
Sunshine
all-purpose seasoning — and the Caribbean-inspired blend sold out in minutes.
McCormick now maintains a sign-up list for followers to be notified when this
product will make its return, creating an ongoing demand for this coveted
flavor. On average, McCormick’s social content featuring
Brown has outperformed brand
benchmarks by 28 percent. Partnering with a beloved influencer who champions
plant-based diets aligns McCormick with more sustainable food consumption and
uplifts the voices already bringing the sustainable behavior “Eat More Plants”
further into the mainstream.
Using influencers to support branded messaging on social media is a widely
adopted technique. However, it is critical to fully vet an influencer’s online
presence, dating as far back as possible, to ensure there is no misalignment
with the brand’s positioning and messaging. Furthermore, brands must stay
vigilant in how that influencer’s public perception may evolve over time and be
prepared to act swiftly and appropriately to maintain the representation of
their core brand values.
Influencers are just one piece of the puzzle when creating a holistic social
media strategy. From understanding your audience to developing integrated
campaigns, brands equipped with the tools and resources to use their voice and
position on social media will be more confident in their decisions on how, when
and who to engage with across platforms. To offer detailed framework and
guidance on this effort, Sustainable Brands’ Brands for Good initiative has
released the latest edition in its “Excellence in
Execution” playbook
series: Social Media for Good. This playbook offers a set of key principles
that guides brands on broad strategy while also providing suggestions on
tactical deployment and execution. In addition to these principles, brands can
access a library of inspirational case studies for reference as they build out
social campaigns that drive demand for more sustainable products and services,
inspire adoption of more sustainable behaviors at scale, and leverage culturally
relevant moments to drive positive change.
The playbook was created in partnership with Porter Novelli; and in
collaboration with a selection of brand leaders from the SB Member Network —
including The Clorox Company, General Mills, Nestlé Foods USA,
Mastercard, McCormick & Company, Stanley Black & Decker, BlueTriton
Brands, and HP Graphic Arts.
SB’s Excellence in Execution series is a collection of playbooks dedicated to
embedding sustainability in brand communications through breakthrough creative
work across a range of marketing areas, including a list of best practices and
inspirational examples that drive action on SB’s Nine Sustainable Behaviors.
These guides have been co-created by the SB Member Network, who share insights
on what they have found to be optimal creative solutions for their marketing
strategies.
Click here to learn more
about the “Excellence in Execution” playbook series, or contact Brands for Good
at [email protected] to learn more
about joining the world’s leading brands unleashing the power of their brand
influence to drive consumer behavior change at scale.
Get the latest insights, trends, and innovations to help position yourself at the forefront of sustainable business leadership—delivered straight to your inbox.
Published Nov 28, 2022 7am EST / 4am PST / 12pm GMT / 1pm CET