What’s Working in Sustainable Behaviour Change
Research shows people have great intentions to be more sustainable, but this is not always evident in their behaviour – a new WARC report shows how advertisers are using their superpowers, such as creativity and storytelling, to drive sustainable behaviour among consumers.
‘What’s working in sustainable behaviour change’ showcases inspiring case studies from around the world that demonstrate how advertisers can drive demand for ‘better’ growth, and help close the sustainability intention-action gap.
It features lessons from Who Gives A Crap, Trainline, Renault, Reckitt, Back Market, Ikea, Phillips, Birds Eye and Darty, and more.
Takeaways
- Advertisers are well equipped to tackle behaviour change: Changing behaviour is hard, but it is possible. From public health to learning CPR, the advertising industry has played an essential role in encouraging behaviour change.
- Use creativity to make sustainable living aspirational: Sustainable living needs to be seen as desirable and aspirational to truly scale. Rebrand sustainable lifestyles by showcasing positive visions of a future that motivates people.
- Advertisers can drive demand for ‘better’ growth: As “architects of desire” advertisers have a really important role to play in switching consumer demand towards more sustainable products and services.
- Innovate around the circular economy: Brands like Ikea, Philips, eBay and Back Market are exploring opportunities in the circular economy, a business model that leans into reusing and recycling existing products.
- To close the say-do gap, review price and ensure availability: Expand sustainable options in your product portfolio. Price, convenience and quality are key factors in the buyer journey. Effective brands convey product attributes in their messaging, not just sustainability.
- Behavioural science and ‘green nudges’ can help: Simplify information, reduce scientific jargon and reduce choice complexity to lower the consumers’ cognitive load. Behavioural economics, deploying ‘green nudges’, and incentivising green behaviour can help.
- Corporate behaviour change is also crucial: The onus cannot be solely on consumers to fix climate change. The Ad Net Zero framework helps the industry make more sustainable choices in areas like media choice, ad production and industry events, Opting to promote climate-friendly products and services is also key.