The world has entered a new climate era, as extreme weather events and soaring temperatures become more frequent. This gives the marketing industry a hugely important problem to solve: the challenge of convincing people to make sustainable purchases.
Intrinsically, people feel positive about creating a greener culture–but external forces are making us feel some degree of resignation
“I try to buy sustainably where I can”
“I am positive about the future”
“I want to be more sustainable”
“Right now I can’t afford it”
“I feel we are so faraway from where weneed to be”
“There is too much going on in the world for me to think about it”
Intrinsically, people feel positive about creating a greener culture–but external forces are making us feel some degree of resignation
“I try to buy sustainably where I can”
“Right now I can’t afford it”
“I am positive about the future”
“I feel we are so faraway from where weneed to be”
“I want to be more sustainable”
“There is too much going on in the world for me to think about it”
Brands have a responsibility in resetting the climate agenda, making sustainable products more affordable, more easily identifiable and more accessible so that consumers can actively make better choices.
What you need to know
Chapter One
From aspiration to action
Sustainability can't be superficial
Brands must act with:
- Transparency
- Consistency
- Care
Action can take many forms
Sustainability is a lifetime plan, not a 10-year plan
Seeing climate progress and positive news gives people hope and, ultimately, such positive outcomes build optimism.
Celebrating wins and acknowledging the journey we are on to a greener future are fundamental to shifting behaviour.
Source: Nine's Idea Exchange, March 2024
49%
Of Australians value brands that clearly outline their sustainability efforts
Chapter Three
Make it simple
There's a desire for greater clarity and simplicity
67%
of Australians believe living in Australia is becoming more complex
61%
say, 'Clear certification explaining the environmental or ethical benefits would influence me to buy'
31%
want brands to use plain and obvious language in sustainability communications
Source: The Language of Sustainability, Kantar, 2024
Chapter Four
Focus on the positives
49% of people say that they would be more likely to purchase from a brand that brings them a sense of joy
Source: The Age of Re-enchantment, Wunderman Thompson
Chapter Five
Better for the planet, better for me
Sustainability can seem abstract and unrelatable – Australians want to see a personal benefit when consuming consciously
“Formulated with sustainable ingredients that are good for your skin”
“100% sustainably farmed for great quality and delicious taste”
Brands to watch
Get inspired by those who are resetting the climate agenda
Reef Relief Sunscreen
The Plastic Forecast
The Blavingad Ocean Collection
Plant-for-the-Planet
What does this mean for brands?
For further information on State of the Nation: The Climate Reset, contact your Nine representative or complete the form. A member of the team will be in touch.
