Brands have the power to do good in the world and this is exactly what consumers expect. The last decade saw the rise of the conscious consumer, whose expectations extend past quality products and good value. It’s not enough to voice an opinion, set up one-off initiatives and partnerships, or create a compelling campaign: brands need to act. After all, actions speak louder than words.

We are increasingly asked to support in the creation and effective communication of brands sustainability goals. Sustainability covers a broad range of interconnected domains; the environment, economy and social arena. Therefore, it is crucial brands understand how sustainability truly drives consumers purchasing behaviour. A comprehensive picture provides the foundation to build communication that effectively resonates and drives sustainable consumption.

Having consulted with several of our clients across multiple sectors, we designed a proprietary programme of research. The research involved reaching out to a nationally representative group of UK consumers (2,000 in total) to explore brand perceptions around 10 sustainability goals; based on the United Nations 17 sustainable development goals. We have looked at perceptions and behaviour across 10 different sectors from financial services through to food and drink.

The insight highlights the importance of different goals in driving behaviour and nuances by sector. It explores the most effective way to communicate a consistent message that is transparent and based in actions and actual behaviour. This is all set in the context of examples from different sectors we have explored.

• A brand’s sustainability agenda is important in driving purchase decisions for over half of consumers (53%). It is more important to the younger generations and will become increasingly more influential in the future

• Lockdown has enabled and prompted people to act in a more sustainable way

• The brands having a more positive impact are seen to be those that a) have sustainability goals as part of their overall mission and b) those that clearly communicate the steps they take and the benefits this brings

• The sustainability goals are all seen as important, but in particular working towards quality water and sanitation, recycling and climate change and the positive impact this will have on the environment, society and the economy

• A brand’s sustainability agenda is particularly influential in the FMCG, utility and retail sectors

• Key to effectively communicating a sustainability agenda is being clear, transparent, relatable to consumer behaviour and providing evidence of the steps taken and the positive impact