The New Sustainability Narrative: Tapping into Meaning and Purpose
This report represents the findings of a sustainable branding innovation workshop hosted by the Rainforest Alliance and attended by a group of industry experts in consumer behavior. The group brainstormed a new global narrative that taps into the consumer shift towards a broader and more meaningful set of values around mindful living and sustainability.
The key challenge with the current sustainability narrative, they found, is the word sustainability itself. Consumers are unable to identify with it; they don’t connect sustainability to their own well-being or success. The report includes recommendations for how brands should evolve to deliver on social and cultural benefits and connect with the growing trend of mindful consumption.
This report was sponsored by Domtar and authored by BBMG.