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Absolutely. And it is very much the case for Christmas as one of the most consumption-heavy times of the year, but it should be carried over way beyond the festive seasons.
Research keeps telling us that most consumers don’t -want to- think about sustainability because it’s overwhelming. But consumer studies also highlight that they are increasingly looking at brands to help them lead a more sustainable lifestyle.
The role of marketing has always been to create and drive demand, having an active role in shaping people’s cultures and behaviours. So, there is an incredible opportunity to use brand strategies, behavioural science theories and intervention frameworks to positively shift lifestyles and drive sustainable demand.
As marketeers, we should start normalising sustainable consumption and behaviours by capitalising on what we do best: making the sustainable option more attractive and desirable so it’s the obvious choice for consumers.
But for this, we need to reframe sustainability: from aspirational and unattainable to relatable and accessible. By tapping into consumers’ basic needs and identifying where the brand could be useful, we can nudge towards more sustainable behaviours.
Spreading sustainable behaviours can take many forms – promote carpooling, recycling, and selecting seasonal foods; encourage spending more time outdoors; or creating a sense of community and belonging.
An example is Co-op Christmas campaign. A series of community-focus films in an authentic way to make a difference by encouraging customers to donate their member wallets to local causes, where Co-op will match the donations.
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