making sustainable living commonplace – embedding social impact into brands
TRANSCRIPT
Making Sustainable Living Commonplace – Embedding Social Impact into Brands
Christine Cea Marketing Communications
Unilever
MAKING SUSTAINABLE LIVING COMMONPLACE EMBEDDING PURPOSE INTO BRANDS
• Text: Our challenge: Business and brands to be
the change that enables 9 billion to live
sustainably ,
• Image: planet from space at night?
• Manufacturing + Suppliers + Consumers
•
• 3 Images: Manufacturing & Transport 5%; Raw
materials 26%; Consumers & Disposal 69%
• Existing image of world from space and ‘Make
Sustainable Living Commonplace’ text
CREATIVITY OR
EFFECTIVENESS?
BRANDS NEED TO STAND FOR SOMETHING MORE
THAN JUST FEATURES AND BENEFITS.
EVERY GREAT BRAND HAS SOMETHING IN ITS DNA
THAT CAN BE CHANNELLED IN A POSITIVE WAY.
INTELLECTUAL ARGUMENT
+ EMOTIONAL ENGAGEMENT
A BRAND’S POINT OF VIEW AND PURPOSE NEEDS TO BE AUTHENTIC,
RELEVANT, CONSISTENT, HONEST AND TRANSPARENT.
MARKETERS OFTEN TIRE OF PROGRAMS
BEFORE THE CONSUMER GETS IT. IT TAKES A LONG TIME TO CHANGE BEHAVIOR.
DOVE: SKETCHES
ENGAGE ON AN EMOTIONAL LEVEL.
MOVE BEYOND MARKETING ATTRIBUTES TO MARKETING WITH ACTION.
MULTIFACETED AND MULTI-SECTOR
TRANSFORMATIONAL PARTNERSHIPS ARE NEEDED TO MAKE DRAMATIC PROGRESS
ON THE BIG ISSUES.
LIFEBUOY: HAND WASHING
LIFEBUOY: HELP A CHILD REACH 5
MARKETING
SUSTAINABLE LIVING
+
SEGMENT MESSAGING
TO REACH CONSUMERS AND CLOSE THE GAP BETWEEN
ATTITUDES AND BEHAVIORS.
HAVE A CLEAR MESSAGE AND CLEAR ASK.
NEED TO USE LANGUAGE THAT
HELPS PEOPLE TRANSFORM BEHAVIORS –
SO THAT DOING SO FEELS
MANAGEABLE AND NOT DAUNTING.
SMALL ACTIONS
BIG DIFFERENCE
=
PRICES WILL RISE IN THE LONG-TERM AND THUS SUSTAINABLE BRANDS
WILL NEED TO TIE BENEFITS OR SERVICES INTO THEIR PRODUCT.
PRICING INFLUENCES PEOPLE.
DEVELOP PRODUCTS THAT MAKE THE SUSTAINABLE CHOICE EASY,
ACCESSIBLE AND AFFORDABLE.
COMMUNICATION
CO-CREATION
+
BRAND EVANGELISTS CAN HELP SHIFT PARADIGMS, WORD OF MOUTH IS POWERFUL.
CRITICAL FOR COMPANIES TO INVOLVE
THEIR EMPLOYEES AS THEY ARE
THE CENTER OF A CULTURE
AND INTEGRAL TO A BRAND PURPOSE BEING AUTHENTIC.
BRANDS
MARKETING
BETTER PLANET
+
=
www.sustainable-living.unilever.com