Collaboration creates response to climate and brand sustainability challenges

Press Release: Emerging

Three companies, Chicago-based Emergent – The Healthy Living Agency, London-based Brand Experience Group (BXG) and Seattle-based Informed Sustainability Consulting today announced a first-of-its-kind collaboration to provide turnkey services to pet brands and retailers responding to growth the influence of climate change and the impacts of sustainability on their business prospects.

The integrated Brand Sustainability Solution program provides:

  • A comprehensive, standards-based, data-driven climate impact analysis of the product’s carbon footprint to promote integrated organizational responsibility and actionable changes to meet sustainability goals
  • Engines of consumer choice to answer key strategic and proprietary questions about how pet brands should best leverage sustainability for business growth, and
  • Marketing services designed to help pet brands and retail chains successfully communicate their climate and sustainability in good faith to key stakeholders and consumers.

“Pet brands are poised to be the basis of a major cultural shift that is redefining the meaning of sustainability and will redefine brand value propositions,” said Robert Wheatley, CEO of Emergent – The Healthy Living Agency. “Climate and sustainability commitments, practices and standards become a springboard for competitive market advantage for brands and retailers. If global climate change mitigation needs are not addressed, the challenges of sustainability will accelerate and in so doing negatively impact brand reputation and business results.

Wheatley said that “pet brands and retailers in particular would benefit from a robust and scientific approach to assess emissions and determine carbon footprint vulnerabilities within business operations, the supply chain. and manufacturing ”.

Calculating sustainability through measurable outcomes such as consumption of natural resources (land, energy, water) and carbon emissions is crucial to making meaningful progress on the climate issue and gaining credibility.

“The predicted growth in land use and greenhouse gas emissions due to increased global demand for meat-based ingredients is truly incompatible with sustainability,” said Isaac Emery, Founder from Informed Sustainability Consulting.

“To inform strategic sustainability planning with credible consumption data, Brand Experience Group uses AI-powered research and analysis capabilities to answer key questions such as the importance of sustainability to users. specific categories, the climate issues most relevant to them, current consumer perceptions of a pet brand or retail banner are based on its sustainability practices and on how that translates into informed choice and business results, ”said Lawrence Hutter, president of BXG.

BXG reports that there is a rapidly growing cohort of consumers who care deeply about climate impact and are using their purchases to signal a vote for a change in the way businesses approach environmental concerns.

“It’s going to have an impact on the growth of the business, and as such, there will be winners and losers,” Hutter said. “The feelings and opinions of consumers ultimately predict brand strength in sustainability and increasingly influence business performance over time. “

To help businesses respond to these rapidly changing consumer attitudes, Emergent has developed a personalized six-point plan to refine category design, branding, and communications for pet brands and retailers. be able to communicate their stories of climate change mitigation and sustainability more effectively.

“Despite the slowdown associated with the pandemic, carbon dioxide levels in the atmosphere are higher than at any time in the past 4 million years. The last time CO2 levels were this high, sea level was about 80 feet higher than today, ”Emery reported. “Our food system contributes 34% of our greenhouse gas emissions. Companies that take action to reduce their impacts now will have a head start as the issue gains traction with consumers and climate stakeholders. “

Wheatley said all three companies have been tracking and reporting on these developments for a long time.

“We have proof that the environmental issue is already gaining ground – making responsible climate policies a consideration on the path to purchase,” he said. “We expect rapid adoption of carbon footprint scoring on packaging labels, which helps consumers make more informed choices. People want to know how positive a brand, product or retailer is for the climate. “

The Brand Sustainability Solution program is designed to help pet brands better assess their current sustainability metrics and responsibilities, and thereby determine where changes and improvements can be made. Integrating search into consumer choice engines and sustainability-related marketing communications services provides a seamless and integrated solution to help businesses capitalize on this important development. The programs will be tailor-made to fit the client’s budgetary resources.

To educate business leaders on the risks and opportunities of the changes underway, the three firms jointly produced a free publication, The Climate Audit and Brand Marketer’s Guide, highlighting these critical climate and sustainability concerns and services.

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