INSPIRATION
for sustainable marketing
Sustainability for Growth
There is no way around sustainability if you want to compete successfully in the future. Sustainable brands have the potential for growth when offering attractive solutions to their customers. However, sustainable products that make a brand’s purpose tangible often raise questions or even scepticism. How is this supposed to work? Is it authentic or just another case of greenwashing? People are multifaceted and often contradictory: they do not always act rationally and often differently than their values might suggest. Additionally, due to digitisation, they have become more connected, better informed, and more demanding.
How can successful ‘green marketing’ be achieved? Our tools help you to better understand your target audiences and reveal what is important to them – economically, environmentally, and socially. We analyse the motivation and the psychological barriers in connection with sustainable decisions. We assist you in integrating these insights into your marketing strategy and developing suitable measures to promote sustainability.
Sustainable Consumption Patterns
What does sustainability mean in your product category? What are customers’ expectations regarding sustainable or ‘green’ products? To what extent are they willing to compromise, and where do they set clear boundaries? We develop an image of your target groups’ identity by individual personas. Personas make your customers’ characteristics, needs and preferences tangible for marketing, sales, and communication purposes. Our approach is based on in-depth qualitative consumer research, consistently linked to your sustainability strategy. We ensure transparency applying agile methods and conducting creative workshops.
Strategic Brand Management
Strong brands are intangible value creators for your company and serve as a compass on the path to sustainable business practices. Benefit from our strategic expertise and proven tools to develop a robust brand framework for your strategic brand management. We analyse the perception and attitudes of your target audiences. We provide you with strategic recommendations that inspire the design of your sustainability-oriented brand. In close collaboration with you, your team, your partners, and your customers.
Innovation & Communication
Everything revolves around sustainability nowadays, but unfortunately some promises are empty words. Many consumers have already had disappointing experiences with greenwashing and, as a result, are sceptical about sustainability claims. Could it be more beneficial for companies to do good without making a big fuss about it? Our answer is a clear no. However, we know that the path to compelling products and credible sustainability messages can sometimes be challenging.
We understand the opportunities and risks of sustainability marketing and are here to help clear the obstacles along the way. Using methods of design thinking, we analyse and optimise the potential of sustainable product innovations. We provide research-based insights on how to communicate their strengths and benefits in clear, engaging, and credible words and visuals.
Ute Rademacher
Chief Environmental Officer (CEO)
As professor of business psychology and experienced marketing consultant, I have been utilising psychological research methods for over two decades to investigate consumers behaviour. On topics ranging from automobiles to zinc supplements. In markets from Copenhagen to Cape Town. My expertise in consumer and advertising psychology is aligned with my specialisation in sustainability management. My passion is to encourage businesses to adopt sustainable practices and to inspire them through under-the-skin marketing insights.
References
News
Sustainability Communication – A Balancing Act
Only a few ‘green’ innovations manage to successfully enter the mass market. This is confirmed by the research project ‘Diffusion Paths for Sustainability Innovations’ by Klaus Fichter and Jens Clausen, which highlights numerous obstacles on the path to mainstream adoption. A critical barrier to market success lies in the ineffective marketing of sustainability.
Authenticity: The Currency in Social Media Marketing
Authenticity: The Currency in Social Media Marketing Influencers, microbloggers and YouTubers have become ever more important for marketing. Many companies already
News
Sustainability Communication – A Balancing Act
Only a few ‘green’ innovations manage to successfully enter the mass market. This is confirmed by the research project ‘Diffusion Paths for Sustainability Innovations’ by Klaus Fichter and Jens Clausen, which highlights numerous obstacles on the path to mainstream adoption. A critical barrier to market success lies in the ineffective marketing of sustainability.
Authenticity: The Currency in Social Media Marketing
Authenticity: The Currency in Social Media Marketing Influencers, microbloggers and YouTubers have become ever more important for marketing. Many companies already
Successful innovation through proactive methods
Successful innovation through proactive methods A joint study by the researchers at Karlstad and Linköping University in Sweden has proven that
COLIBRI Research
Prof. Ute Rademacher
- +49 - (0)40 - 54 81 51 92
- info(at)colibri-research.com
- Lange Reihe 39, 20099 Hamburg / Germany