Consumers are becoming increasingly aware of their purchasing power, and the impact the products they buy have on the planet. Large organisations are looking to clearly communicate their sustainability credentials to their audiences, but risk increasing confusion through the vast amount of on-packet marketing claims.
How can we get to the heart of consumer needs, and inspire trust in a brand-new authority?
Approach and process
There needs to be a one-stop-shop accreditation that answers all key consumer needs; products that are good for the planet and for your body. Working closely with industry experts, we were able to help build a defined proposition, name, and brand ready to be used as an accreditation on natural and sustainable products. This process included —
— User interviews with consumers and professionals
— Competitor and sector audit
— Digital linguistics analysis
— Insight analysis
— Name development
— Writing the brand proposition
We know there is a gap in the market for a new type of accreditation around naturals, but what do consumers actually want?