: Opinion: The pivoting effect of sustainable environment needs on marketing #IndiaNEWS #Guest Post Murtaza Bakir, Mintel speaks on why sustainable brand solutions are not only beneficial for the environment

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Opinion: The pivoting effect of sustainable environment needs on marketing #IndiaNEWS #Guest Post
Murtaza Bakir, Mintel speaks on why sustainable brand solutions are not only beneficial for the environment but also for brands, sharing how honest and consistent communication is the way forward.



The appearance of doing good is not enough. Genuinely and consistently being good is what matters to consumers and the environment. While green-friendly consumer choices are key to reducing the negative impact on the environment, consumers are more driven by outcomes than altruism alone.  A brand needs to, therefore, consistently demonstrate honest action in the form of creating a product or service that genuinely can make a tangible difference.



In this article, we will explore why this is an opportunity to become chosen partners of those consumers seeking to make positive changes for the world at large.



Consumer Sustainability 101



Even though building sustainable values is not a new notion, why is it that consumers are more concerned about issues right now?



A majority of optimists believe that there is still some time for redemption and course correction, rooted in a common faith that one action is capable of begetting a domino effect. Starting a chain of responsibility is a great opportunity for brands to choose partners and consumers looking for a change. The challenge, however, is maintaining a relationship that provides security and comes clean on the impact the brand’s existence has on the consumer’s specific environment across geographies.



Also read: Decoding PV Sindhu Moment Marketing Debacle: Is it fair to use celebrity image to drive brand



Consumers are concerned with what they can see and experience and will most likely not compromise on the quality of the product. The desire to be healthy and make environment-friendly choices suggests that the brand has an innate responsibility to appeal to consumers with a sense of optimism and impact. This is why a brand should never discount the pleasure principle. A sustainable coffee brand, at the end of the day, sells coffee. It must deliver on the pleasure of great taste and quality before anything else.



Similarly, sustainability is as important for packaging, as are the practical and fundamental elements of it. That is, protecting the shelf life of the product as well as minimizing wastage of energy and resources for its production is vital in packaging.  



This is why the aspirations of the consumers play the most effective role in helping brands create tangible solutions and space in the market for their products. The areas where consumers believe that they are more likely to feel the adverse effects of climate change are more likely to avoid buying air conditioners and air purifiers.

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