Siren is the name of the new marketing and PR company launched by Annie Longsworth. I bring this to your attention because Longsworth has been a pioneer on how to win customers through sustainable branding. Her presentation at the 2007 Sustainable Brands conference sparked my research on the potential for a Green Economic Revolution driven by consumers seeking “cost less, mean more” solutions to their “in me, on me and around me” concerns.
Longsworth named her new company Siren for the word’s double meaning. A siren can be a warning -- as in: global warming is real, it is manmade, and it is having a costly impact on the environment and human health. Siren can also mean an attractive person or proposition. Leave it to Longsworth to capture the essence of how to sell sustainability through one word with a double meaning.
Climate change, the obesity epidemic and commodity price volatility are just a few examples of the legacy 20th-century disruptions created by unsustainable business practices. Sustainable solutions to these legacy issues are emerging as the 21st century’s greatest business opportunities. Today the Green Economic Revolution generates several trillion dollars in annual global revenues, as companies from Unilever to Tesla to Apple align their brands with the consumer’s search for more sustainable products and companies.
The consumer hero is a difference-maker. His or her decisions on what to buy and who to buy from solve problems that help people and the planet. This type of brand-storytelling was the basis of Dove Beauty Bar’s pioneering Youtube video entitled “Real Body Sketches” that garnered over 66 million views.
How can this type of sustainable brand messaging impact business sales? Dove Beauty Bar is one of Unilever’s Sustainable Living products that now account for 50 percent of the company’s annual revenues.
“Selling less” is the radical branding message where the consumer is the hero. It is a growing path for winning customers by aligning with their values and quest for value. Patagonia pioneered this branding concept with its ad campaign, “Don’t Buy This Jacket,” on Black Friday in 2011. Chipotle has used a similar strategy of only selling sustainably-sourced food. Under this strategy Chipotle has suffered short-term revenue loss because it could not source sufficient quantities of sustainable pork. What the company won was intense customer loyalty, continued sales growth and a stock valuation that has made Chipotle the most valuable restaurant chain in the U.S.
Branding success is getting weird: Messaging that tells consumers to buy more to save money is now lost within continuous competitive price promotions that corrupt business profits without winning customer loyalties. McDonald's and similar fast-food companies are losing the key market segment of urban millennials that view super-size-me food promotion as unhealthy and uncool. While full-size pickup trucks are still the sales rage for auto manufacturers, their sales future is being disrupted by the millennial generation’s embrace of urban living, digital connectivity and shared-vehicle programs like Zipcar and Uber.
The emerging, and more sustainable, marketing paradigm is to enable the customer to win through sustainable decision-making. This customer-as-hero strategy wins new customers, builds customer loyalty and captures competitive advantage. It delivers sustainable sales growth.
Image credit: Flickr/JD Hancock
Founder of Earth 2017. Author of The Boomer Generation Diet: Lose Weight. Have Fun. Live More that Jen Boynton, Editor in Chief of Triple Pundit , says is "Written in Bill Roth's lovable, relatable tone. A must read for any Boomer who is looking to jumpstart their health and have fun at the same time. I hope my parents read it. "