The idea distilled.
Expectations for business, when it comes to doing good have fundamentally changed and brands and organisations can no longer sit idle when it comes to doing good. This study delves into what really matters to consumers and audiences and provides a playbook for how to do good as a brand and support more focussed investment in doing good.
If nothing else, three things to fuel your growth.
- Own the whole discussion: If you are only talking about sustainability you are missing 75% of the conversation and this study will show you where.
Address the lack of Awareness and Trust: Less than half of shoppers are aware of brands’ actions for social good, coupled with a significant lack of trust in sustainability claims (33% distrust) and perceived unreliability in information sources (66%).
Overcoming Price Barriers: Understand that price remains a significant barrier, with 47% of consumers unwilling to pay a premium for goods, requiring businesses to strategize on making ethical and sustainable choices more accessible and affordable for consumers.
Some additional food for thought…
- Talk to consumers in their language: An overwhelming majority of Australians (85%) have heard the term carbon neutral, but just one in three (33%) know what it means. Fewer Australians have heard of net zero (60%) and just over one in ten (14%) know what net zero means.
- Talk to the good you do: 84% of Australians expect companies to address issues of goodness, emphasizing the need for businesses to proactively engage in ethical and responsible practices.
