Sustainability messaging has a ‘powerful amplified effect’ on brand communications, boosting it by as much as a third, says new research commissioned by global PR agency Edelman.
The report – which comes in the wake of Edelman facing criticism at Cannes for its association with fossil fuel companies and other carbon companies – found that effective environmental and sustainability advertising can expand and enhance brand reach by anywhere between 24 and 33%.
Speaking to over 2,700 people, it said a wide range of consumers are attracted to “simple, jargon-free sustainability messages that connect directly to them, their family, and the world around them”.
“Every leader thinking twice about sustainability on the grounds of it being ‘divisive’ needs to know this: If you communicate the right way, it will appeal across political affiliation, income, gender, education levels, and age groups,” said Edelman CEO Richard Edelman.
“Sustainability is an amplifier and if brands embrace it, we can exponentially increase growth and trust.”
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The report also found that the most effective claims were those relating to sustainability benefits for consumers’ lives, families and experiences, as well as those regarding animal health, sustainable sourcing and support for local farmers.
Consumers were less interested in the scientific claims behind a brand’s sustainability marketing claim, unless it was tied to a specific outcome. For example, the promise of “reduced air pollution for cleaner air to breathe’ was more effective than just a promise of ‘reduced air pollution”.
Notably, the research showed that effectiveness of suitability claims did not vary due to the consumers demographic, psychological or political preference. They were also not greatly affected by age groups.
Conducted by New York University’s Stern Center for Sustainable Business, the research was carried out in partnership with nine high-profile consumer-facing corporates – including Mars, North Face, Unilever and HP.
Leading the research on the project, NYU Stern Centre for Sustainable Business senior scholar, Randi Kronthal-Sacco, said the study “demonstrated the commercial case for sustainability for mainstream brands”.
“The amplifier effect is real and can help brands reach and engage more people. We hope this mobilises brands and marketers to act and put sustainability at the core of business strategy, innovation, and communications,” she concluded.
