Let’s Talk About Trust: Sustainability, Greenwashing and Green-Hushing
by Heather
Let’s Talk About Trust: Sustainability, Greenwashing and Green-Hushing
How is your company communicating about sustainability? Understanding consumer perceptions & attitudes is key to creating the right messaging!
InsightsNEWS: FEB 2023
Build Communications that Build Trust
How you talk with consumers about company initiatives like sustainability measures, corporate governance and social responsibility can have a high impact on consumer trust and, in turn, brand loyalty and selection. This month, we examine the ins and outs of communicating about sustainability, greenwashing and green-hushing—and how to understand human behavior around these issues. To learn more about this aspect of trust, among others, join us February 16… and read on!
Consumer trust in food systems has waned over years from conflicting information related to health, safety and environmental issues. Let’s explore the question: How do brands assess, protect and rebuild consumer trust?
InsightsNow was featured in CPGmatters writing about “Leveraging CPG Company ESG Policies for Consumer Trust.” The article by our CEO Dave Lundahl discusses the changes CPG companies are making in regard to corporate ESG practices—and how vital it is to understand how ESG policies are viewed by target consumers and how they impact consumer trust.
The “Latest News” section of our site is full of discussions on the latest trends in the industries we serve, in-depth recaps of recent events, upcoming conferences and webinars, and previews of what’s on the horizon.
InsightsNow on Sustainability & Greenwashing
InsightNow’s Dave Lundahl spoke at Sustainability 2100 on a panel discussion exploring “Purposeful Marketing: How to Communicate Sustainability Performance Without Greenwashing.”
Plant-based products were riding a wave for many years, but recently sales of plant-based products have been sluggish although consumers still aspire to purchase sustainable, healthy products. So what is going on?
This huge conference will be happening March 8-11 in Anaheim—and our team will be there! We are so excited to support natural product trailblazers with consumer insights that guide them to market success. FIND OUT MORE
Let’s talk trust—and the impact understanding it can have on your business decisions… reach out!
InsightsNow, 2101 NE Jack London St., Corvallis, OR 97330, United States, 541-757-1404
With: Brian Briskey, Senior Director of Strategic Consulting
Product Leaders team up to solve the biggest threat to product innovation - VUCA!
VUCA is creating more noise, that leads to insufficient data, which distracts attention, ruins focus, and frustrates efforts to sift through weak signals of consumer demand.
VUCA is creating more dynamism, that negates or outdates models, which leads to poor conclusions, weakens decision making, and damages confidence needed for strategic alignment across the organization.
 Hear innovation experts in your industry articulate the symptoms of VUCA which you must immediately recognize to know if you have it truly bad (and can't afford to make any more excuses), followed by two novel approaches they discovered to help overcome those challenges - starting with a practical first step you can do immediately.
 Join us to assess your situation and follow along as we walkthrough the steps to resolve VUCA!
70% of brand extensions fail to survive their first two years on the market. This high failure rate is most often associated with the brand missing its brand fingerprint. Either it was positioned too far away from current brand equity, or it the product itself didn’t deliver on the sensory brand fingerprint and clearly deliver an authentic experience.
What cues tell you it's a genuine Nutella, Reese’s or Pringles brand?
A sensory brand fingerprint is a clear definition of the implicit benefits and associated sensory cues which make consumers intuitively “know” that a product is an authentic branded product.  The sensory cues associated with the brand become its signature and are the foundation of all products in a line. This core sensory profile is critical to build into all line extensions for the brand to gain implicit recognition. Clearly articulating the sensorial fingerprint within the product strategy assures alignment with the brand strategy.
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You will learn:
Learn what best communicates the sensory-brand fingerprint within your team.
See how a sensory-brand fingerprint can integrate with your product strategy to better fit category and go-to-market strategies.
Learn how to best fix gaps between sensory cues, design, messaging and communications, design, imagery, and packaging.
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