Did you know in travel, health and beauty, the multi-ethnic consumer spends on average 25% more than any other AND diversity in advertising is 3x times more important to them (24%) than white consumers (8%)*?
In celebrating the official launch of Greenpeace x Everyday Plastic's The Big Plastic Count this week, here's a breakdown of the top 3 key takeaways I shared after we screened the TBPC behind the scenes short doc, #DoGooders, as part of Enviral x Fanclub PR's 'Future of Sustainability Campaigns' event in London.
👥 1. COLLABORATION IS KEY TO EXPANDING BEYOND LIMITATIONS
What expertise or capacity do you not have internally and what could a meaningful partnership look like? What is a unique offer you can make to a potential partner that addresses their needs and your goals? Who isn't in the room, and what would you need to be able to bring on the right people?
By addressing capacity needs and clearly understanding your internal expertise (and gaps!), the hope is that you then start strategically growing with this represented internally, and eventually able to give them increased authority and decision-making power to bring these changes into fruition.
📈 2. EQUITY-LED AUTHENTICITY DRIVES ENGAGEMENT
As authentic representation is three times more important to multi-ethnic consumers than white consumers, if you aren't attracting the diversity you desire you may not be embedding the authenticity that is required. While equality is all about equally sharing the same resources and opportunities, equity recognises the various circumstances and factors at hand, and appropriately allocates with this variation in mind.
Although consumers are savvy and brand loyalty won't happen overnight, never underestimate the value of taking people along your journey and embracing transparency throughout.
And sometimes it means doing the things the public may not even explicitly know – for #TheBigPlasticCount 2022 we embedded various elements to build authenticity into it, such as inviting our cast members to bring their real life family photos, other personal cultural ornaments or traditional trinkets for the household home scenes. Ultimately, making the production feel even more like home and providing a more personal delivery that connected to and engaged 1 in every 250 households across the UK.
⚡ 3. BE BOLD WITH LIVING YOUR VALUES
What are you really in business for? What are you willing to do to ensure your actions reflect your values?
The sustainability movement doesn’t need anymore false promises or greenwashing. It needs true progressive campaigns that boldly reflects and reimagines what we need to see more of. If you’re not making decisions that push your area of comforts, chances are you can be bolder.
Laws are regularly changing, and if you're struggling with a tricky client remember to utilise resources available via certifiers or auditing bodies to back up your more progressive points.
*The Black Pound Report (2022) #greenmarketing #tips
We hosted an event in London 🙌
On a rainy Thursday last week, we gathered at #allisjoystudios for our 'The Future of Sustainability Campaigns' panel event in collaboration with our friends at Fanclub PR.
Hosted by our very own Chloe Tuck, we were lucky enough to hear from some incredible speakers who shared their expertise and wisdom on key trends in sustainability for this year and beyond.
A huge thanks to Emma Blake Morsi from Enviral, Micah Douglas from OceanSaver, Shaunagh Duncan from Oatly, Nathan Hatch from #hitachizerocarbon, Kate Hinton from Material Focus, David Titman from Who Gives A Crap and Lawrence Stafford from Finisterre 🌎
Head to the link in comments to read our key takeaways 👌
