可持续发展如何促进销售：建立与鸡肉消费者的信任.pdf

1、Sustainability That Sells:Building TrustWith Chicken ConsumersConsumer Trust:The Holy GrailSustainability Builds TrustShows shared valuesDemonstrates responsibilityCreates shared purposeGreenwashing Turns Off Consumers47%of U.S.consumers say theyd stop buying if a brand greenwashedSource:ERM Shelton

2、,Global Eco Pulse 2024“It doesnt specify what the conscious choice is.”“I doubt any claim at 100%.”“No company is 100%green.”“Way too much going on.Why not just say compostable?”“Too ambiguous.”“Its not clear to me what this means.I dont believe them.”Greenwashing Invites LitigationNew York State v.

3、JBS USA(February 2024)“Net Zero by 2040”Environmental Working Group v.Tyson Foods(September 2024)“Net Zero by 2050”SustainableEco-FriendlyEnvironmentally-FriendlyGreenGreenhushing Is Risky TooFair weather valuesBacktrackingSilenceLose credibility,trustBacklashOthers control narrativeSustainability M

4、arketing Is Different Build trust through transparency&impactValues-driven(animal welfare,envt,ethics)Moral alignment,personal&societal well-beingHigh:certifications,traceability,outcomesSincere,transparent,grounded,clearPrimary GoalCore MessageAudience MotivationProof RequiredTone&StyleSustainabili

5、ty MarketingOn-pack,earned media,storytelling,reportsChannelsDrive awareness&salesProduct-driven(taste,quality,price)Emotional appeal,immediate rewardLow-Medium:some claims need noneEnergetic,polished,persuasiveGeneral BrandingOn-pack,paid media,social,influencersYour Marketer RoadmapHimmelfarb Sust

6、ainability Consulting 3Vs FrameworkWhat Do You Mean?Value:Why Your Company CaresSustainability PersonalityApproach/ObjectivesBox CheckerMinimalist&reactive:Meet basic expectations,compliance&keep up with JonesesBrand&Reputation DrivenStorytelling:Differentiate company and its brand with key audience