Webinar Recap: Planet Brands-Changing Behavior for Sustainable Social Good

Nov 16, 2012 7:00 AM ET

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For the October edition of our Best Practice Network Webinar Series, we talked with David Willans, Director of Future Sustainability Communications at Futerra. David focused on how companies can drive consumer behavior by weaving sustainability into brands. David also discussed a fascinating study done by Futerra that identified which specific brands have the most potential for driving sustainable consumer behavior.

What Is Planet Brands?
The Planet Brands Index is a list of brands that have been determined to have the most power in changing consumer behavior when it comes to sustainability. It is important to note that the Planet Brands Index is primarily interested in measuring potential, as opposed to achievement. In David’s own words, “Planet Brands isn’t a mark of achievement; it’s a call to action”. Click here for the full list.

Key Factors
Brand Value: What brands have high customer loyalty?  A company with a notable allegiance is most capable of having the strongest influence on consumer behavior.  

Global Scale: What brands have the largest global audience?  Brands that can reach billions of people are most capable of changing sustainable behaviors on a global scale.

Sustainability: What brands hold a commitment to sustainable practices? This point is obvious, but often overlooked. Companies must begin to incorporate sustainability within their brand in order to better develop consumer trust.

The 3 Ps of Behavioral Marketing
These are three ways that brands can encourage sustainable behavior.

Product: This consists of designing sustainable behaviors into a product. It is necessary to critically think about the types of behaviors your product can encourage. 
Persuasion: Influencing consumer behavior requires persuasion through social marketing. Brands inherently have the power to create captivating messages through a myriad of mediums, such as social media and advertising. How can your brand persuade consumers that sustainable practices contribute to social good?

Placement: This consists of behaviors that can normalize sustainable practices such as recycling and energy conservation. For example, how can your brand encourage consumers to minimize waste or conserve water? Modeling sustainable behaviors in advertising work to normalize sustainability.

Embedding Sustainability Into Your Brand

Step One: Inspire
How is sustainability relevant for your brand? Take time to understand how sustainability is unique to your company. Reflect on how your company’s goals and mission relate to sustainable good.

Step Two: Integrate
This involves embedding sustainability into your company’s business model. Think about ways that environmental responsibility can be integrated into operational and employee policies.

Step Three: Implement
What is your brand doing on a daily basis to embed sustainability into your brand? This is involves bringing your plan to life with strategic goals.

Step Four: Involve
How can you involve people who are outside your business, such as stakeholders? Focus on asking them the right questions that can help you continue your sustainable practices.

Step Five: Innovate
This consists of making sure your sustainable practices are creative and innovative. How is your approach to well-being or conserving energy cutting edge?  

Learn more about Futerra Communications here. Be sure to follow David on Twitter at @davidwillans for new updates.

Watch the full webinar here.

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