You may have noticed that, here, we talk about the environment quite often. And there is a reason why: the climatic emergency has been affecting the whole society in the last decades and, with this, several sectors (including design) are looking for alternatives to adapt to this new scenario, in search of building a better world. Thus, we can already conclude that sustainability is one of the branding (and life) trends that has been proving more solid for this year.
Therefore, you will see more and more content on this topic, both here at Pande and in the rest of the world! And, probably, the climate issues and their consequences for the brands will still undergo some changes, which will further intensify the focus of this agenda in 2020. And that is what we will talk about in this article.
Sustainability is no longer a bonus, it’s a must
In the past, companies with environmental responsibility seals or who were transparent about their production processes, stood out in the market only with these actions and, thus, gained the loyalty of many consumers. But now, that is changing, especially for people born in the 2000s, who are likely to be the largest generation of consumers in 2020.
Generation Z has a very low tolerance for brands that do not contribute in any way to improving the environment. After all, they will be extremely affected by the climate emergency. But most of the Millennials (1980-1995) and Generation X (1065-1979) also think the same way. Of course, the Alphas (born 2010 until now) will also pressure the brands to become more “green”.
Thus, it is no exaggeration to say that sustainability is becoming the most important factor in the purchase decision. And if you don’t believe it, data is there to prove it: 73% of people are willing to pay more for sustainable products, according to the First Insight study. And, according to an article by Nielsen, 58% of Brazilians do not buy products that perform tests on animals and 42% have been changing their consumption habits to mitigate possible impacts on the environment.
This year, a new approach
The perspective is that, in 2020, people will become even more demanding in relation to responsible consumption. And, with that, brands will need to adapt the way they currently communicate with their audiences. Before, consumers felt good about purchasing a sustainable product and there was a status in that effort. Now, they will be ashamed to consume a product that does not have this concern. And there is even a term for it: greenshame.
In this way, brands should also change their language. Not that this new communication should be supported by feelings like guilt and shame. But it will need to be a reflection of the consumers’ own discourse: firmer, that shows reality in a cruder way and, thus, generates a greater sense of urgency.
“Green pressure” in practice: branding trend
It is already possible to observe this trend in several brands. And one of them is Not Company, a company of products such as mayonnaise, ice cream and milk, but which manufactures all of this without using animal ingredients. One of the main communication strategies of this startup is to make it very clear to consumers that their products are not like traditional foods, such as mayonnaise that is not made from eggs. And, for this, the brand plays with the name of this product: NotMayo.
This differentiation strategy adopted by Not Company is very powerful, as it places itself on a higher “level” (of respect for animals) in relation to other brands. And without mentioning, at any time, your competitors. In addition, the company manages to combine the advertising of its products with sustainability, causing an even more significant discussion: the relationship of our way of life with the survival of the planet. And make that very clear on your website.
Thus, we can prepare for a year (and perhaps a decade) marked by “green pressure”, which will be responsible for changing the positioning of different brands and consumers. To learn more about this and other branding trends that promise to change business dynamics, check out our e-book “Trends for 2020”.