Companies that bet on sustainability are finding that rebranding can attract consumers willing to pay more for environmentally friendly products.But amid brand trends, experts warn: a strategy that goes beyond a simple change of packaging or logo is needed.
According to a Capgemini survey, 79% of consumers prefer to buy products from brands with sustainable practices, and 44% state that they would be willing to pay up to 20% more for these products.Big brands such as Natura and Danone have already noticed this change in behavior and have invested heavily in sustainable practices that go beyond simple marketing communication, restructuring their internal processes.
According to Ana Celina Bueno, marketing specialist, partner and founder of Access Communication“A company that associates sustainability to its product or service needs to integrate these values into all its actions. It is not enough to have recyclable packaging or use words of impact.The consumer is attentive and, if he realizes that the discourse does not match the practice, trust is lost”, explains Ana Celina.
Where to start a sustainable rebranding
The increased willingness of consumers to pay more for green products is reflected in examples such as L’real, which has redesigned its beauty product lines to reduce its carbon footprint and promote recyclable packaging.
For Rodne Torres's, Creative Director of Access Communication“Today, the consumer does not see the price of a sustainable product as an expense, but as an investment in a better future.Brands that understand this transformation are one step ahead in the” market, Rodne comments.
He led the creation of the most recent campaign of the Marquise Group. The proposal uses the narrative “O Futuro Started Yesterday” to connect its past, present and future actions, highlighting the pioneering in socio-environmental practices.In cases of rebranding, the work is even more in-depth, changing the most basic structures of a brand identity to convey purpose and reliability.
Rebranding is about identity and connection
Many companies, when choosing to redesign their brands, make the mistake of focusing only on new colors, logos and packaging with environmental seals. Although these changes are important, they must be accompanied by clear and educational communication.
A Harvard Business Review study shows that consumers are more informed, but still have difficulty understanding the real importance of labels like the Fair Trade or the Rainforest Alliance.
For companies looking to invest in sustainable rebranding, the path is clear. Transparency, education and coherence are the pillars that can turn a simple brand renewal into a growth boost.
