Sustainability messages missing the mark
Chris Wood, an executive with Incite, told British media and advertising magazine Marketing Weekthat the differing interpretation of sustainability has implications for brands and their communications.
“Sustainability in the media is read in different ways," says Wood. "In the consumer world, it’s not a word that’s used everyday and isn’t very clear. It demonstrates that businesses should be playing on their robustness and strength to drive confidence in their brand.”
Incite's study also revealed that consumers are still very much on the lookout for value and customer service when making purchase decisions; sustainability ranked only fifth out of six compelling factors.