Posted by Filipa Silverio on Oct 13, 2020
This week we look at further questions from our #WhoCaresWhoDoes sustainability study – that few brands or retailers are instantly recognised by consumers for their environmental credentials.
The third question concerns the choice impact of new product launches – this week the ‘compromise’ effect.
- And for individual brands or retailers, the percentages are tiny. Despite all the activity and communication, this message isn’t getting through.
- Effective communication of sustainable attributes is most marked on brands with an environmental purpose, whilst only just over one third of mentions are multi-nationals.
- We all tend to compromise on our choices rather than go for the extremes – a wine list is a good case in point! Below is an example of a new large size and that the previous large size now becomes a compromise choice.