Lets focus on unexpected brand collaborations with the objective of combining forces, for the greater good of sustainability.
“Bolstered by the behaviors & values resulting from COVID, today 86% of global consumers believe we all need to collaborate to solve world problems and 89% agree that companies, countries and individuals should all work together to tackle sustainability issues*.
Gen Zers are searching for ways they can actively ‘play their part’ in reducing their impact and rehabilitating the earth’s ecosystem via their everyday choices and 82% of these consumers believe that brands should set aside their differences and collaborate for the greater good.*
…and brands have listened!
- LULULEMON X GENOMATICA
- TALA x ASOS
- UNILEVER x ENOUGH
- ALL BIRDS X ADIDAS
What unexpected collaborations could your brand consider that would help streamline business processes/the impact your brand/s have on the world?
In the eyes of the consumer, sustainability has moved from a ‘nice to have’ to a mandatory expectation:
- A staggering 73% of consumers today say brands must act now for the good of society and the planet**.
- 64% of consumers prefer to buy from companies with a reputation for purpose as well as profit**
- More than half (53%) of people say they are willing to pay more for a brand that takes a stand.**
With Gen Z increasingly viewing brand choice as an extension of who they are and what they stand for – which for the foreseeable future is likely to be heavily rooted in resetting the planet – carving out a clear and trusted identity built on driving positive change is not only becoming a crucial brand strategy in meeting the moment but also in winning it.
References
Image – GQ
*WellToDo 2022 Consumer Trend Report
We can help!
Our team has a huge focus in 2022 to help brands minimize the impact they’re having on the world. Our brand strategists can get under the skin of your brand to understand what your company is currently doing and how to best promote these business practices and beliefs using different channels and platforms.
Author: Nicole Levings
