When being UNDERSTATED is POWERFUL for your brand – Sustainable Brands

22 Apr When being UNDERSTATED is POWERFUL for your brand – Sustainable Brands

When it comes to consumer choice and consumer behavior there are two interesting trends happening:

1)     An emerging middle class cares more than ever about buying from companies who “do good”

2)     An increasing number of companies telling us how they are “doing good” and “going green”

The challenge is that although going green and doing good is a huge opportunity for all companies today, it’s actually backfiring for them because customers don’t trust what they are saying.

Why?

Because companies are overstating and under delivering on the “good” or how “green” they are it is inviting brand skepticism.

Emerging Sustainable Brands

While on the other hand, brands like Walmart are doing the opposite. Walmart has taken serious steps towards creating sustainable brands in their supply chain. What fascinates me about this is that Walmart hasn’t made a big deal about the good things they are doing. Instead, Walmart is letting the rest of the world tell their story for them.

So, if you’re going to make promises about how your company is doing good, be sure you’re asking the important questions that I mention in this video, BEFORE making a promise to your customers.

In this video, I’ll share with you two strategies for being understated while still leveraging the great opportunity for your business to be a sustainable brand.

I’d love to hear from you in the comments below, how is your company making a positive difference?

John

Dr. John Izzo has spoken to over one million people, advised over 500 companies, authored nine best-selling books, and helped some of the world's most admired companies. He has been a pioneer in creating successful businesses and emerging work trends for over twenty-five years.

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