Sustainability and brands
At first sight, marketing and sustainability make uncomfortable partners. How can an activity intended to boost consumption be compatible with sustainability? The tension is obvious, but it must be defused.
The marketing industry – long seen as part of the problem by environmentalists – must be part of the solution. A new kind of marketing is needed that makes sustainability desirable and helps change consumer behaviour. But “green marketing” is full of traps, especially oversimplification of the science and over-claiming for products based on flimsy evidence.
Context helps brand owners avoid these pitfalls and promote the benefits of products, without resorting to greenwash. In short, we can help you develop sustainable marketing strategies.
We work with marketing teams to improve their understanding of the sustainability agenda, to identify robust and defensible environmental and social claims, and to spot long-term trends and opportunities for their brands.
Talking to consumers
Sustainability communications are often worthy, dry and boring, or miserable and alarmist. We write lively, readable copy for specialist and lay audience. From two-page customer leaflets to full length books.