The evidence is clear: if brands want to sell more plant-based products to more people, they’ve got to tap into audiences who are reluctant to commit to veganism and aren’t interested in buying into a lifestyle. How do they do this? By ditching the labels, leading with benefits, and embracing flexibility.
A webinar from Media Bounty on developing simpler, sharper climate-related messages to engage new audiences with your brand. get your tickets here:
Featured press: first published in Little Black Book. Agency strategy experts respond to Beyond the Climate Bubble - our report which lays out strategies to market to the persuadables and argues that hyper-focusing on the ‘climate conscious elite’ won’t move the needle,
New research from Media Bounty finds the key to unlocking growth in the sustainable products market is to apply the basic law of how to grow – sell to light buyers. Harriet Kingaby, Co-chair at The Conscious Advertising Network and Florencia Lujani, Strategy Director, Culture & Climate at Media Bounty, outline 10 key recommendations.
Meet the Persuadables: the forgotten 69% of the UK population that hold the key to unlocking growth for sustainable goods and services.