Is your sustainability marketing making this mistake?
Humans will always prioritize price and convenience when we choose what to buy.
So if we want people to buy better products, we need to get those products to them in the most convenient way.
Behavioural marketing is all about understanding how and why people buy…
So you can remove as many barriers and objections as possible.
You can’t grow a challenger brand without it.
You can’t get people to be more sustainable without it.
You can’t create impact without it.
Because if you only sell your more sustainable product to people who are already interested in sustainability, you’re not creating behaviour change.
They would have purchased that way anyway.
So at that point, you’re just selling people more stuff. Like fast fashion.
But if you reach outside the echo chamber, and make your marketing work for ‘persuadable’ audiences who aren’t living more sustainably yet…
You can change their purchasing behaviour.
Where they would have bought unsustainable product A, you can switch them to more sustainable product B – aka yours.
BUT too many sustainability-focused challenger brands are making a BIG mistake 👇
Focusing on storytelling, purpose and values in the hopes it will attract like-minded people in…
Instead of using targeting to find the most persuadable audiences and telling them why your product is better for them (not just the planet).
It’s not manipulative or unethical, it’s just marketing.
And you can’t grow a challenger brand (or change the world) without it.
In our latest Lunch & Learn we dive into:
- What behavioural marketing is and why your brand needs it to grow
- How to find persuadable audiences and take your brand mainstream
- What to look for in any marketing or communications freelancers, agencies or partners you hire to help you grow
Watch the replay now:
