In order to tap into the various sustainability strategies, the initial focus was on four industries – food retailing, fashion, non-food and FMCG. But it soon became obvious that:

1. In sustainability communication, there is no fundamental distinction between industries.
2. What is more decisive is the positioning of the company within its market.
3. This positioning must be reflected in appropriate brand communication with suitable signals and wordings.

Using numerous campaign examples, we and september have identified three concrete strategies that brands can offer in sustainability communication and have tested what they trigger in consumers with the aid of the Emotion Engine.

The AI-based Emotion Engine

The Emotion Engine® is Germany’s first ‘database of emotions’. It is based on a multi-step approach comprising psychophysiological emotion measurement, psychological coding and AI-based coding. Using over 20 bio signals such as heartbeat, skin conductivity, facial muscles and pulse volume, sensors continuously measure test subjects’ physical reactions to advertising materials.

However, the analysis is not limited to individual advertising media; the ‘Emotional Check’ also closely examines performance in the various different media channels and target groups as well as within the respective industries. From this, the algorithm calculates KPIs that show how well the advertising material is received on average in an industry. These emotional KPIs, in turn, feed into the AI-based Emotion Engine. This enables us to avoid communicative errors by predicting the emotional impact of advertising media and giving clear recommendations on how to optimise content creation, and now, sustainability communication as well.

Three concrete strategies for sustainability communication:

1) The Mission Strategy – ‘Rise up and join the revolution’

Brands that pursue a ‘Mission Strategy’ stand out. They stand for seriousness and pursue sustainability out of conviction. They clearly communicate their position and show that sustainability is anchored in the brand core and not just a partial identity. As missionary figureheads, they symbolise spiritual grandeur, coolness and rebellion. Oatly, for example, has established itself as a rebellion brand on the basis of a mission strategy.

The US footwear manufacturer Allbirds also pursues a mission strategy. In a TV campaign, the brand unmasks a typical prejudice, namely that sustainable footwear is not hardwearing. In the clip, Allbirds positions itself as a bringer of enlightenment and a pioneer with innovative sustainability expertise and a clear mission. The brand is self-confident and extols its shoes triumphantly and with humour as the best alternatives on the sustainable footwear market. This is also reflected in their positioning: ‘Allbirds’ mission is to make better things in a better way.’ Consumers look to brands that follow a corresponding mission-brand strategy, as they offer strong orientation when it comes to the subject of sustainability.

2) The Buddy Strategy – ‘Feel safe and secure with gradual change’

Simplification, relief, integration. With ‘Buddy Strategies’, brands show how easy and painless the steps of the change process can be. In partnership and without reproach, buddy brands support consumers who want to integrate sustainability into their daily lives. Iglo, a European brand of the Nomad Foods Group with a focus on frozen foods, uses this brand strategy and aims to supplement the existing product range with sustainable or vegan and vegetarian varieties.

Our analysis shows that Iglo’s buddy strategy has been successful in mitigating and positively charging the negative connotations of the concept of change by promoting the easy preparation of sustainable frozen foods. It places the emphasis on product enjoyment without being pedantic. At the same time, Iglo conveys the feeling that consumers can also contribute to greater sustainability with small steps and minimal effort.

3) The Feel Good Strategy – ‘Stay calm and collect karma points’

With the ‘Feel Good Strategy’, brands convey sustainability as an add-on. This strategy does not interfere with product use and brand perception. In actual fact, it serves to reassure the conscience of consumers. As sustainability is not anchored in the brand core, the campaigns do not deal with the issue in any greater depth. Instead, they show how consumers can (apparently) live sustainably without any restrictions or change.

Buddy campaigns communicate sustainability in a discreet and complementary way: for example, by means of seals in the background of advertising media that bear witness to the brand’s carbon offsetting commitment, or by subliminal references to nature with the aid of green visual accents. The ‘Feel Good Strategy’ is ideal for brands that do not deal intensively with the topic of sustainability, but nevertheless wish to integrate it into their communication as an additional component. This type of sustainability communication ensures that consumers do not have a guilty conscience. And this is highly appreciated by the brand’s relevant target group.

Four tips for sustainability communication:

• Avoid moral cudgels: Harangues about the critical nature of the current situation quickly paralyse consumers.
• No division without development of mutual understanding: This is currently one of the biggest problems. Whether old or young, whether first adopters or people who only wish for minor changes: brands must mediate between the camps and not divide them further, so that a community feeling can develop.
• Avoid a flood of buzzwords: The risks of rapid debunking and accusations of greenwashing are high – especially in the case of feel-good brands. Too many buzzwords confuse and dilute the concrete sustainability commitments of brands.
• Avoid overload shock: Sustainability must be easily digestible.

Based on our AI-based Emotion Engine®, we can recommend sustainability strategies that fit the brand, its stance and its products – by the evaluation of planned spots and using insights from other spots. This enables brands to target their consumers and define the ideal sustainability communication for their company. Because sustainability works differently for every person and every brand.

Author: Jens Barczewski, General Manager Mediaplus Group