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1、Our planet is deteriorating;we see it every day,in the news,on social media,and in our own lives when we step outside.When we think of the beginning of environmental activism and awareness,we think of the voices of the 60s and beyond environmental advocacy even traces back to the 18th century.Today,
2、modern environmental advocacy is similar and different in many ways.To start,its much more mainstream and intertwined within our minds and actions,especially as consumers.Enter sustainability.Consumers habits have significantly shifted to favor sustainability in the past few years.Our planet is dama
3、ged beyond repair,and people,as consumers,have grown highly aware of this.Environmental concerns have shifted from reversing damage(as it is impossible),to creating a more sustainable future.Sustainability MeetsCreator Marketing Cross-Generational ConcernThis concern is cross-generational.In 2021,67
4、%of Gen X and 45%of Boomers preferred to buy from sustainable brands.Sustainability is a high priority among younger generations,with Gen Z being especially vocal on the subject.Seventy-five percent of Gen Z think buying sustainable products is more important than buying based on brand names.Additio
5、nally,75%of millennials also consider sustainability when making purchases.However,younger generations arent the only ones with sustainability on their minds.The Institute for Business Value found that 93%of global consumers views on sustainability have been influenced since the pandemic.As of 2022,
6、51%of consumers state that sustainability is even more important today than it was a year ago.In those past 12 months,49%of consumers said they pay significantly more(59%more)for branded products as sustainable and socially responsible.Three out of five consumers stated that sustainable and socially
7、 responsible products made up at least half of their last purchases.And many consumers,of any age,are willing to switch from brands that violate their values.partyof4sometimes2 shares how she is living a more green lifestyle by choosing Karma pet food.Three in five consumers purchased sustainable pr
8、oducts.Sustainability is the practice of using natural resources responsibly to support life in the present and the future.It encapsulates environmental,social,and economic preservation and efforts.Think climate change and air pollution.Think ocean pollution and drinking water contamination.Think ex
9、cessive waste and overflowing landfills.Think environmental racism.Think biodiversity loss.Modern consumers believe it is brands responsibility to be environmentally conscious,just as much as it is the governments responsibility.So as a brand,you need to deepen your sustainability efforts.What Exact
10、ly is Sustainability?Sustainability can be applied to all brand verticals.Beauty and retail products,consumer packaged goods,automotive companies,and more all have contributions for or against the planet.Fifty-three percent of company executives state that sustainability will be a top priority for t
11、hem in the next three years,and 39%say it is a top priority today.However,of the 86%of companies with a sustainability strategy,only 35%have acted on it.How can you besustainable as a brand?hiitaylorblake shares how she lowers her carbon footprint with Karma pet food.You can start becoming more sust
12、ainable by considering:Entering the circular economy.The circular economy is a model of production that reduces material use and reuses and refurbishes materials for as long as possible.Partnering with environmental groups and NGOs to take part in their initiatives or starting your own.Innovating by
13、 using renewable energy sources during manufacturing.Creating low-waste packaging.Encouraging and incentivizing the recycling of your products.Becoming more sustainable builds trust among consumers.Consumers will be more likely to trust your brand and purchase your products if you make an honest eff
14、ort to be sustainable.It also has long-term value for your brand.Nearly two-thirds of personal investors believe that ROI in sustainable companies will be higher than other companies in the next five years.Beware of Greenwashing!Greenwashing is giving consumers misinformation about your product and
15、portraying your brand as sustainable for public images sake.krysgeirTake a peek at brands that have strong sustainability initiatives:PATAGONIAH&M ADIDAS COCA-COLA Has been at the forefront of sustainability since before it was trendy.It takes part in the circular economy by using sustainable materi
16、als to make its products in the circular economy.They give their customers the option to repair their clothing and encourage them to recycle old products.Has innovated its fabric recycling technology to recycle cotton and polyester efficiently.The brand encourages its customers to drop old clothing
17、in boxes located in-store for them to be recycled.Has taken responsibility for having a place in contributing to plastic waste and is aiming to fix it.They have taken initiatives such as#WorldWithoutWaste and made 90%of their packing recyclable globally and are aiming to make 100%recyclable by 2025.
18、Has created an environmental program called the Green Company to minimize resource consumption and reduce waste.They are making efforts to use recycled materials and eliminate their plastic use.The Green Company recorded that Adidas reduced carbon emissions by 55%,water consumption by 48%,and other
19、waste by 50%.How can creators enhance your brands sustainability efforts and campaigns?Creators reinforce transparency.In general,it is essential to be transparent with consumers during sustainability campaigns.Openly communicating your progress and goals reassures consumers that youre honest and se
20、rious about your efforts.Creators can help you to share your commitments in a more human and personal way.Creators build trust.Ninety-two percent of people trust a creators reviews over classic ads and celebrity endorsements.Environmentally conscious creators are highly authentic because their follo
21、wers know they are dedicated to sustainability.For this reason,they already have reliability and credibility in their followers eyes.Not to mention,celebrities often find themselves in hot water for being environmentally irresponsible.Creators fit into sustainability niches.There are creators and gr
22、oups of people on social platforms dedicated to all types of sustainability.Whether its sustainable fashion,zero-waste lifestyle,plant-based eating,or climate change advocates,there is a place for every pillar of environmentalism on social media.For example,on TikTok,#zerowaste has almost 3B views,#
23、sustainablefashion has 3.1B,#ecofriendlyproducts has over 404M views,#plantbased has over 5B views,and#climatechange over 3B views.Creators educate audiences.Creators can break down processes and initiatives your company is taking in a digestible way to audiences.They provide a more authentic tone t
24、han a statement a company would make itself and can highlight important details.They can also direct large audiences to links and landing pages with more information.Be cautious of virtue signaling.Sometimes creators can share positive environmental views for a good public image but do not actually
25、practice sustainability.It may be challenging to identify when a creator is doing this.Take note of creators with long track records of environmental friendliness and high levels of trust from their followers,this will help you avoid partnering with a creator who is not dedicated and will upset audi
26、ences.Consumers who are sustainability-forward are 67%more likely to be digitally engaged.And where can you reach digitally engaged people naturally?Through creators on social media platforms.Make Your Campaign UnforgettableHave a sense of a social mission.Be honest and make a real effort.Educate yo
27、urselves and your consumers.Yes,sustainability is a must in many consumers eyes,but dont lean into sustainability to simply hop on a trend.Focus on sustainability to create positive change for the planet and focus on sustainability to help consumers help the earth and future generations.Educating yo
28、urself will help you make smarter decisions in your efforts,and educating your audience will go a long way in assisting them to trust you.In fact,65%of people who are highly informed about sustainability trust corporate statements,while only 27%of those who feel uninformed trust corporate statements
29、.As we learned,greenwashing is a no-no;if consumers catch you,they wont be so forgiving.It can be challenging to alter your supply chain and make other internal changes,but taking small steps toward positive change is the direction you should strive for.Lean into storytelling.Use a creator listening
30、 tool.Many people worldwide including creators make big and small everyday efforts to help the planet.Give them a spotlight to share their successes with others.Giving them a voice allows you to start meaningful conversations,make connections,and raise awareness for your brand.Use a creator listenin
31、g tool,like Go Prism.It will assist you in determining what the most popular sustainability-related hashtags are,when they are popular,who the most popular creators are,and so much more.For example,#sustainability is most used on Earth Day;discover what people are talking about and how you can fit i
32、n naturally.Get inspired to think green from these campaigns:Once Upon A ChildOnce Upon A Childs took to Instagram to let their audiences know how their gently used options are a sustainable and budget-friendly must for the holiday season.mommamillsblogKarmaKarma launched a stunning nature-filled ca
33、mpaign to educate their audiences about their zero waste manufacturing sites,sustainably-sourced products,and recyclable packaging.And,off course,all while featuring adorable pets.CO2COA CO2COA demonstrated to their audience how self-care and planet love go hand-in-hand in their Instagram and TikTok
34、 campaign.The creators explained how CO2COA uses Rainforest Alliance certified cocoa,is vegan-friendly,and has paper based packaging.They also gave their audiences insight to their unwinding routines and how they snack sustainably when enjoying nature.As a brand,being sustainable goes beyond words a
35、nd green packaging.Its about making honest efforts and commitments and communicating those efforts properly.Open Influence is here to help you connect with creators and build valuable relationships with your audiences.Our specialty is helping brands keep the human touch,which is exactly what every sustainability campaign needs.jessicarosepnwarina.negishichefadamglickkylefinndempseyREACH OUT TO US TODAY!