Blogmeter , in collaboration with ALMED , the High School of Communication of the Catholic University of Milan, has created “Time to Act : towards sustainability”, a research that identifies consumers' expectations on the topic of sustainability, which is now part of the daily life of institutions, companies and public opinion, as demonstrated by the numerous initiatives in this regard.
The primary objective of the research is to understand how to communicate sustainability so that it becomes a purchasing lever and driver of choice for consumers .
Research shows that sustainability is taking chinese overseas africa database on an increasingly important role in consumers' lives : user interest has been growing steadily for 5 years and has become an integral part of everyday life. Although the 2020 pandemic slowed growth for a while, putting the topic on the back burner, in 2021 interest began to grow again, recording one of the highest peaks in the last 5 years: + 430%!Image 1-1
It was interesting to note that for Italians, companies are the true reference of reliability , winning over government, media and NGOs.
Image 2-4For citizens, the government does not have sufficient expertise while companies do, or at least are expected to. Therefore, it is the latter that take on the task of guiding social change through education, culture and proving to be a reliable source of information.
Image 3-1But be careful because what Italians expect from companies does not always coincide with a positive perception of the quality of the initiatives implemented.
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A significant number of Italians, in fact, are still not convinced that the commitment carried out by companies , through numerous marketing and communication initiatives, is truly real.
How, then, should companies communicate their sustainability so as not to fall into greenwashing and instead ensure that sustainability becomes a purchasing lever and driver of choice for consumers?
Blogmeter, with Time to Act , has identified, thanks to listening to the web, the voice of consumers and above all to an in-depth study with some Key Opinion Leaders from the university, business and communication worlds, the best practices to follow to communicate one's level of sustainability and one's vision effectively.
The key words that emerge are:
Consistency: between Saying and Doing; – Trust: to be built through a transparent and coherent narrative
Positivity: tell a story with positive, "cheerful" and "light" tones because dutiful tones have a strong risk of having the opposite effect
Opportunity: explain what the advantages of being sustainable are, in terms of opportunities and benefits for everyone, and not limitations
Concreteness: sustainability inserted into the daily life of the brand, of the consumer to convey a sense of feasibility, normality, routine
Verifiable objectives: choose a circular communication, which proceeds by declaring verifiable objectives and by results achieved, by next steps that build a possible horizon.