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 | From the Editor's Desk
Research: How to Effectively Market Green Products A study, involving Edelman and nine major brands, finds that despite corporate hesitations, sustainable products are growing twice as fast as conventional ones, appealing across all demographics. Brands should ensure that product quality is not compromised while promoting sustainability. Combining sustainability claims with core brand attributes can broaden consumer appeal. Effective sustainability messages prioritize the personal and community benefits, while technical or scientific claims are less compelling unless tied to consumer benefits. Sustainably-marketed goods are consistently growing across demographics, indicating that compelling sustainability claims can boost customer engagement and business growth.
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Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information | Ad Choices FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.S&P Index data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Terms & Conditions. Powered and implemented by Interactive Data Managed Solutions. Work TradeBriefs Publications are read by over 10,00,000 Industry Executives |
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