Read the full story in the Harvard Business Review.
A study, involving Edelman and nine major brands, finds that despite corporate hesitations, sustainable products are growing twice as fast as conventional ones, appealing across all demographics. Brands should ensure that product quality is not compromised while promoting sustainability. Combining sustainability claims with core brand attributes can broaden consumer appeal. Effective sustainability messages prioritize the personal and community benefits, while technical or scientific claims are less compelling unless tied to consumer benefits. Sustainably-marketed goods are consistently growing across demographics, indicating that compelling sustainability claims can boost customer engagement and business growth.
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