Branding in a sustainability-focused world isn’t about convincing people to buy.
More and more, people are making conscientious purchase decisions, seeking healthy alternatives and earth-friendly products. Brands need to recognize this shift away from blind consumerism and start to act in ways that reflect the values or ethics of their consumers while supporting them in their decision-making process. This involves helping buyers understand their purchases rather than convincing them to make a purchase that may run counter to their own desires or values.
Educating consumers to be less consumption-oriented may seem counterintuitive. However, this type of ethical branding can become a competitive advantage.
Learn more about how to be an ethical brand in the Branding Journal’s post “Ethical Branding: A Guide For Creating More Ethical Brands.”