Sustainability Messages Amplify Marketing Reach by Up to 33 Percentage Points and Perform Across Political Affiliations, Finds New Research by NYU Stern CSB and Edelman
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Tuesday, July 18, 2023
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NEW YORK, July 18, 2023 /PRNewswire-PRWeb/ -- The NYU Stern Center for Sustainable Business (CSB) and Edelman released first-of-its-kind research, "Effective Sustainability Communications: A Best Practice Guide for Brands & Marketers," uncovering which environmental sustainability claims are most motivating to consumers across wide-ranging demographics. The study was done in partnership with nine global brands spanning apparel, food and beverage, technology, household items, and personal care. Results demonstrate that effective sustainability messages have a powerful amplifier effect, increasing brand reach and relevance between 24-33 percentage points compared with a high-performing category message alone.
Key Points:
- Results demonstrate that effective sustainability messages have a powerful amplifier effect, increasing brand reach and relevance between 24-33 percentage points compared with a high-performing category message alone.
- Results demonstrate that effective sustainability messages have a powerful amplifier effect, increasing brand reach and relevance between 24-33 percentage points compared with a high-performing category message alone.
- Across all nine brands, sustainability claims significantly expanded brand reach (+24 to +33 ppts) by bringing in new consumers.
- The sustainability amplifier effect is real and can help brands reach and engage more people.