CorpComms Magazine

Brands that work together are more effective at encouraging consumers to be more sustainable, according to research by YouGov.

The research, commissioned by the recent Start Now, Start Today summit, also suggested that it depends on which brands team up and how they put their message across. Brands that are already known for their sustainability efforts are most likely to achieve the best results.

Five per cent of those surveyed would be very likely to consider supporting a campaign if just one brand was endorsing it. This increases to 11 per cent if a number of brands join forces to endorse a particular campaign.

During a poll held at the summit, delegates were asked how confident they were that they could create greater sustainability by effecting long term behavioural change among consumers. More than a third were quite confident, and a quarter were very confident. A third were unsure.

A lack of personal engagement was seen by delegates as the biggest obstacle to changing consumer behaviour. Consumers want to know what's in it for them, especially among the younger generation.

More than a quarter of attendees said that a short and sharp message was the most important element of sustainability communications. A further quarter believed that communicating the message in the right tone of voice was important. More than ten per cent focused on accuracy as a key communications issue.

Participants agreed that communications centred around sustainability need to be innovative, engaging and fun. And there should be incentives or penalties in place for sustainability efforts, which could for example include recycling schemes.

Roisin Donnelly, director and head of marketing for Procter & Gamble Corporate Marketing, said that there has been a clear shift in attitude towards the environment. She said: 'If we had this conference ten years ago we would have been a weirdo group of eco-warriors.'

The Start Now, Start Today event was hosted by IBM, The Marketing Society and Prince Charles-backed charity Start.

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