How brands can PAVE the way for more sustainable purchase decisions
Description
In this episode, Jonathan Hall interviews
Michael Hanbury-Williams, Head of Purpose and Sustainability for EMEA at UM, and Gabriele Herrmann-Scharnberg, Client Partner at Kantar, to explore the insights generated by our joint research study on “Purposeful Purchase Journeys (PPJ)”. According to
Kantar’s BrandZ data, consumer demand for sustainable brands has risen by 84% over the past 10 years. Despite this, the PPJ survey reveals a substantial intention-action gap, as consumers often lack the information, resources, or ability to shop more sustainably.
Brands can use the PAVE framework (Product, Actions, Value, Ethics) to develop a comprehensive sustainability strategy that elevates sustainability beyond being just “nice to have” or an “add-on.” Listen to the episode to learn more about how the PAVE framework,
informed by consumer research, enables brands to maximize their sustainability commitments to boost brand affinity across the purchase journey and drive long-term growth.
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