Take your sustainable marketing to the next level with BrandSustainability, the industry’s first solution to power up brand equity and growth through sustainability.
of brands have a net negative consumer rating on sustainability. This isn't conducive to behaviour change in favor of more sustainable options. Strong brands perceptions and equity in this space is the key missing piece that would connect demand with action.
Up to 10% of the value of brands in the global top 100 is contributed by sustainability perceptions alone.
of brands don’t feel confident telling their sustainability stories. Until now, brands were missing the metrics, the frameworks, and guidance on how to build a brand sustainability strategy that resonates with consumers.
Sustainability is a key pathway for brand growth. There is an unwavering consumer demand for more sustainable consumption. But the Value-Action gap persists, and we must rethink how we approach sustainable marketing to drive greater adoption and ROI.
Our new and validated metrics to measure brands on sustainability reveal that we must improve brand perceptions and equity in this space to:
- Build resilience for stronger customer retention
- Predispose more people to win them over and unlock new adoption
- Scale sustainable purchases
- Merit a higher pricing proposition
We know that finding your specific brand positioning and the best strategic steps to convert demand into brand growth can be a difficult.
We developed BrandSustainability, our solution to provides a clear understanding of brands' sustainability credentials and how efforts in this space contribute to brand building. It leverages Kantar’s market-leading Meaningful Different Salient framework to prioritize, execute, and monitor actions that boost brand perception on sustainability.
