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As every marketing professional knows, trust is a foundational element that underpins successful marketing and communications strategies. It creates a positive environment for engagement, fosters loyalty, and contributes to a brand's overall success and sustainability. The Edelman Trust Barometer is a global online survey for the general population. Crafted by their research team, it covers up to 28 countries with demographically representative samples to reflect each population. The 2024 Barometer has unveiled crucial insights into consumer priorities and brand relationships, especially in sustainability. As we delve into this data, it becomes evident that consumers are increasingly emphasising sustainability when engaging with brands. The barometer highlights a shifting landscape where trust is intrinsically linked to a brand's commitment to sustainable practices. Consumers are not merely seeking products or services but alignment with values. Brands that authentically embrace sustainability are gaining trust and loyalty. This tells us that, in 2024, sustainability is not just a trend but a cornerstone of brand-consumer relationships. As we navigate this landscape, brands have the opportunity and responsibility to foster transparency, showcase eco-friendly initiatives, and actively contribute to a sustainable future. How is your organisation building trust with consumers, and what role is sustainability playing in this? Let me know in the comments! #Sustainability #TrustBarometer #ConsumerInsight

Acknowledging that Environmental Baton Present in the Hands of American Consumer https://lnkd.in/gjUYScfD Northwind Climate, Data Analytics, Survey Management Solutions, Climate Change AI, Sustainability Tech , Communications Management, Doug Rubin, Reporting, Market Segmentation, Target Marketing, Research Management, B2B Solutions

Writing in The Outdoor Industry Compass about facts and fiction around sustainability as a powerful consumer driver, but also how its success lies in resonating with diverse consumer motivations and lifestyles. Unfortunately, its behind a pay-to-read wall, However it's a good investment =). Or send me a DM and i will be happy to go through the research with you! Brands today must understand these conflicting consumer emotions and adopt an even more consumer-centric approach to their business and marketing strategies. To ease navigation, we have created a Sustainability Readiness Index and identified five distinct approaches to sustainability, with three standing out as embodying a "green mindset." These archetypes have been tracked over four years with the Above The Clouds Communication Future Series. Through the NXT Sustainable Consumer Research, we have identified three primary consumer personas—The Dedicated Pioneer (12%), The Anxious Activist (28%), and The Eco Swinger (37%), representing 8 out of 10 individuals in the general population who respond positively to sustainability messaging and initiatives. Despite their shared commitment to sustainability, each group requires unique engagement strategies. #sustainability #ecoconsumers #insights #consumer #branding #abovetheclouds #outdoor #sports #strategy #ispo #scandinavianoutdoor

The macro trends affecting consumer behaviour are as wide and diverse as climate change to feeling valued. This is a snapshot into our first greenprint of the year: Socially led growth in 2024 🌳📗 This is just the tip of the iceberg. For more in-depth macro trends and takeaways that you can use in your brand comms to supercharge your social growth in 2024, download the full report here 👉 bit.ly/499Jncf #thetree #SociallyLedGrowth #SociallyLed

Lecia Bushak from MM+M sat down with Claire Knapp CEO, Havas Lynx to discuss the agency's new white paper, "Climate of Health," and explore how pharma marketers can address the climate health crisis.   “We need to stop looking at climate change as a corporate communications pillar alone, and we need to bake it into how we act as a brand. That will unlock a million opportunities that are beneficial for pharma as well as for the planet," shared Claire.   Read the full story here: https://lnkd.in/efpau3-i   #OneHavas #MeaningfulDifference #ClimateforHealth

Don't miss out on the opportunity to equip yourself with the knowledge and insights necessary to keep pace with your consumers and customers. Download the latest SB Socio-Cultural Trends Research and learn about: 💡A new segmentation focused on level of concern and level of action across environmental, social justice, and corporate governance issues, and important considerations for addressing these segments 💡Updated metrics on reported adoption of the SB Nine Sustainable Behaviors, and the corresponding intention-action gap 💡Consumer attitudes and reported actions around their own impact, purchasing choices, and brand switching related to perceived sustainability performance Download the highlights report here: https://bit.ly/3LQ0ZAk #SCTResearch

Should you be tracking your #SustainabilityMetrics? If you’re already monitoring your #Sustainability or #ESG metrics, kudos to you! 🙌 If not, it’s probably time to consider it, as according to the ‘Sustainable Marketing 2030’ report by WFA and Kantar, this metric has surged on marketing dashboards—from 26% in 2021 to an impressive 42% in 2023! Kantar also spotlighted it as a trend in their recent '2024 Marketing Trends' (‘Holistic Measures of Success’), stating that 'Corporate metrics increasingly highlight the importance of long-term value creation, inclusivity, positive community, and environmental impact.' https://lnkd.in/d-Wz_EYb Consumers, driven by their desire to support sustainable brands, will also continue to play a pivotal role in this trend - so its important to be able to clearly articulate how you’re balancing profit, planet, and people. #SustainableMarketing #MarketingTrends2024

Polarizing cultural moments are shifting the power dynamics between businesses and their customers, forcing companies to carefully assess their comments around social and geopolitical issues. How can brands ensure their continued success in a climate where consumers have more influence than ever before? Learn more here: https://bit.ly/3wnOmYJ   Key contacts: Rachel Rosenblatt, Julija Simionenko Kovacs, Sabrina Negron, Allison H., Stephanie Noreen #CorporateReputation #SocialResponsibility #StakeholderEngagement

As consumer awareness about environmental issues continues to grow, it's crucial for companies to prioritize eco-friendly practices. Inspira Marketing's infographic on enhancing eco-efficiency offers valuable insights for brands looking to make a positive impact. Check out the link below to learn more.

In our annual trends report, we identified positive stories of change as a lever for brands in '24, to address drum beat doom. And, yeah, it's happening. https://lnkd.in/e_eEEBx3