Land sustainable messaging that resonates

Showing up for sustainability ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ [View as webpage]( [ Image ] Think at a Glance New research reveals how people feel about conventional sustainability messaging from brands — and what they want to see instead INSIGHTS & TRENDS A new way to approach eco-conscious creative People see a ton of messages about the environment throughout the day. Those messages represent many opportunities to appeal to customers’ values, so how they are conveyed is critical to building brand trust. Kate Brandt, chief sustainability officer at Google, shares the results of a survey of 3,000 Americans about sustainability messaging. To get a better understanding of how to connect on this important issue, we asked them to describe their responses to common types of messaging. Using a kind of artificial intelligence called natural language processing, we clustered and analyzed thousands of opinions by theme to identify how people felt about certain visuals, copy, and creative approaches. Three of the most common sustainability marketing pitfalls our research revealed were: - Running broad climate education campaigns to drive action - Using dire warnings to spur action - Pushing for sustainability as a quick way to build brand credibility Many people today understand their environmental impact and want to do something about it, but not everyone is in a position to opt into a more sustainable lifestyle. Effective sustainability marketing and messaging is all about delivering reliable information to help people make better choices in the context of their lives. It’s about unearthing essential data so that people can gauge and compare the impact of different offerings. The climate crisis is an urgent matter and individual changes to our lifestyles and behavior have an impact. While businesses and governments have an opportunity to lead the charge, they also have a critical role to play in making sustainable living more accessible and inclusive for all — by considering the multifaceted lives of customers who are already well aware of the changes they want to make. [Dive deeper](=/MTcyLUdPUC04MTEAAAGLQxtmqFm0eTPTzkj2Bpc86qIg4JblalInq3jVj-GHsGCPivF8YncW5_CxiwHu8k3djsBa_Is=) DATA FEED 78% of respondents to a recent international Sustainability UX research survey said they were skeptical when they heard a brand claim to be sustainable. [Read more](=/MTcyLUdPUC04MTEAAAGLQxtmqFm0eTPTzkj2Bpc86qIg4JblalInq3jVj-GHsGCPivF8YncW5_CxiwHu8k3djsBa_Is=) QUOTABLE “We make an effort to use accessible language to communicate our product credentials, talk about the materials, and explain what words such as ‘organic’ or ‘recycled’ actually mean when it comes to our fabrics.” — Lucy Greenwood, Co-Founder, Lucy & Yak [Explore case studies](/MTcyLUdPUC04MTEAAAGLQxtmqFm0eTPTzkj2Bpc86qIg4JblalInq3jVj-GHsGCPivF8YncW5_CxiwHu8k3djsBa_Is=) GOOGLE IN THE NEWS Google leaders talked to Fortune about the company’s plan for helping the planet. From eco-routing to empowering local governments with insights, see what we’re doing to get to [net zero in 2030](=/MTcyLUdPUC04MTEAAAGLQxtmqFm0eTPTzkj2Bpc86qIg4JblalInq3jVj-GHsGCPivF8YncW5_CxiwHu8k3djsBa_Is=). E-bike shops. Sustainable farms. Upcycled home furnishing showrooms. These are just a few kinds of U.S. small businesses taking advantage of Google Ads to promote sustainability across the country. To learn more about them, [explore our new Economic Impact Report](). Received this email from a friend? [Sign up here.]() [More on Think with Google ›]() Follow us [LinkedIn](=/MTcyLUdPUC04MTEAAAGLQxtmqFm0eTPTzkj2Bpc86qIg4JblalInq3jVj-GHsGCPivF8YncW5_CxiwHu8k3djsBa_Is=) [Twitter]() [Facebook]() [YouTube]() This email was sent to {EMAIL} because you signed up for the latest from Think with Google. If you don’t want to receive this newsletter in the future, please [unsubscribe here](=/MTcyLUdPUC04MTEAAAGLQxtmqFm0eTPTzkj2Bpc86qIg4JblalInq3jVj-GHsGCPivF8YncW5_CxiwHu8k3djsBa_Is=) (this is a one-click opt-out). © 2023 Google LLC. All Rights Reserved. Google and the Google logo are trademarks of Google LLC. www.google.com 1600 Amphitheatre Parkway, Mountain View, CA 94043.