Sustainability, diversity, and purpose-driven social initiatives are not new consumer issues in 2022, and in fact, will remain megatrends for years. But the devastating supply chain shortages, extreme climate events, and racial justice issues of last year have accelerated every brand’s need to be seen as being a real player in solving these massive challenges.
Net Positive is new book by former Unilever CEO Paul Polman where he argues that companies must give more to the world than they take and drive the transformative change that consumers, employees, and investors want. Environmental activist Greta Thunberg is rallying her generation to demand action by governments and businesses. The action these influencers want appears to be moving into a higher gear. For example, at the recent Cop26 Climate Summit in Glasgow, 130 leading global brands renewed and expanded their commitment to sourcing 100 percent of electricity from renewable sources, sourcing environmentally friendly raw materials, and phasing out coal from the supply chain by 2030.
We’ve heard from many brand marketing teams already this year that elevating their corporate social responsibility is a top priority. The challenge for every brand is to determine the right positioning, segmentation, and product strategy that will resonate in a meaningful way with its customers and consumers. At Radius, our creative blend of immersive behavioral techniques and cutting-edge data science provides the ideal foundation for helping brands dig deep into the nuances of how sustainability, diversity, and social impact initiatives can influence customer perceptions and choices.
We’ve heard from many brand marketing teams already this year that elevating their corporate social responsibility is a top priority. The challenge for every brand is to determine the right positioning, segmentation, and product strategy that will resonate in a meaningful way with its customers and consumers.”
In the coming weeks, our senior team is going to share their experience delivering insights that brands are seeking in each of these areas, and the innovative research approaches that can be used to guide strategic planning in product and program development. I think you’ll find these perspectives and practical guidance invaluable as your brand builds its own platform for proving its commitment in these areas.
See Radius Corporate Responsibility Initiatives
