Source: Euromonitor International’s Voice of the Consumer Lifestyles survey, 2021 n=4732 There is nothing more powerful than the right claim with a meaningful and compelling story and sustainability is possibly one of the most important stories that a company or a product can tell today. Stories gain consumers’ attention, generate emotions, and make products, companies and brands stand out from competitors. Telling the story behind a product claim is critical to connect and resonate with the target audience. Using storytelling, campaigns, and product claims to communicate sustainability with consumers is gaining traction. Most businesses use their website and social media for this purpose, and increasingly companies are using the voice of the CEO to deliver sustainability messages. There is no one-size-fits-all strategy, and therefore companies are trying to connect with consumers through a combination of approaches. Having a purpose and being sustainable is important, but communicating sustainability effectively is equally as necessary.

Understanding how to connect and resonate with consumers and where to play and how to win in markets where the shift from traditional to sustainable purchases is occurring, is key to capitalising on these opportunities while contributing to sustainable development.Ĭlaims are increasingly used to communicate sustainability While 60% of consumers in Euromonitor International’s Voice of the Consumer Lifestyles Survey 2021, stated that they feel they can make a difference in the world through their choices and actions, just over 10% of businesses communicated sustainability information successfully with them according to Euromonitor International’s Voice of the Industry Sustainability Survey, 2021. Tracking Sustainability Claims: Where to Play and How to Win

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