Achieving ‘Mainstream Green’ is Key in Accelerating Transition to a More Sustainable Economy

96% of US consumers say they at least sometimes try to behave in ways that protect the planet, its people, and its resources. Reaching collective sustainability ambitions requires massive consumer change, and chief marketing officers (CMOs) are well-positioned to drive this growth by bringing green to the mainstream.

The Future is Mainstream Green: Introducing a New Growth Strategy, outlines a roadmap for how to achieve Mainstream Green — defined as driving sustainable choices by all consumers, not just those who are moved by sustainable claims. Reaching Mainstream Green is a key opportunity for marketers to help close the intent-to-action gap by motivating customers to move beyond expressing concern for sustainability to adopting sustainable behaviors and purchasing sustainable goods/services. The report is produced by Boston Consulting Group (BCG) and the CMO Sustainability Accelerator, a coalition composed of the Association of National Advertisers, Adweek and Sustainable Brands.

The report reveals how marketers can achieve Mainstream Green by putting customers at the center of a three-step strategy to make sustainability a driver for growth:

• Understand drivers of choice. Customer-centric sustainability starts with understanding customers’ drivers of choice and how they relate to environmental sustainability.
• Create a sustainable offering. To drive business and sustainability impact, the real barriers to Mainstream Green (such as value, efficacy, or taste) must be addressed.
• Promote sustainable choices. Leverage the full customer engagement toolkit to overcome perceived barriers and drive demand for sustainable choices.

Most brands are somewhere on the journey to becoming a sustainably regenerative brand of the future and this is a practical and applicable resource for CMO’s to engage with their cross functional stakeholders, and help them collaboratively tackle the challenges toward good growth with their C-Suite partners.

The Future is Mainstream Green: Introducing a New Growth Strategy is available now. Complete the attached form to download your copy today.