CPG Brands Should Lead With Consumer Benefits, Not Solely Sustainability — Insights From Expo West Panelists
To close the gap between consumers wanting and buying from sustainable brands, consider emphasizing how sustainability addresses core needs.
With more consumers caring about sustainability and wanting to see brands make a positive impact, you might think it makes sense to put climate claims front and center on consumer packaged goods. However, many brands have noticed an apparent disconnect between what consumers say and what consumers do.
BCG research found that while 77% of global survey respondents said they were concerned about sustainability within the fresh and packaged food category, only 20% are taking the action of buying sustainable products.
Yet the issue isn’t necessarily that consumers are all talk. Instead, CPG brands might be missing the mark on how to reach consumers with sustainability messaging. Rather than making climate the focal point of your marketing, consider emphasizing consumer benefits first, with sustainability driving these benefits and providing an added bonus.
At the Expo West 2024 Climate Day, panelists shared the importance of highlighting how products benefit individuals, rather than leading with climate-oriented language and benefits.
