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Business for Social Responsibility (BSR) and CR consultancy Futerra have launched a guide to help sustainability teams and marketers more effectively influence consumers to make better choices by giving them what they want.
Selling Sustainability is the result of a long-standing collaboration between BSR and Futerra with the Sustainable Lifestyles Frontier Group and its eight member brands – AT&T, Carlsberg, eBay, Johnson & Johnson, L’Oréal, McDonald’s, Wal-Mart and Waste Management.
The guide proposes several ground rules for selling sustainability, including: offering consumers value - most campaigns and products focus on what consumers can do for sustainability, but they need to clearly state the value that sustainability can give consumers; and highlighting the benefits - there are many barriers, both perceived and real, to changing habits and trying new things. It is necessary to break down these barriers and highlight the benefits of these new behaviours and products.
You can access the guide here.
Picture credit: © Bennymarty | Dreamstime.com
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