Sustainable Biz Magazine - Magazine - Page 23
highlights the fantastic opportunity we have
to help encourage sustainable behaviour in
our consumer, if we continue to work with
key influencers to create inspiring content.
“People are finding it
hard to make sustainable
choices due to a lack of
simple, immediate and
trustworthy information.”
explains Conny Braams, Unilever’s Chief
Digital & Commercial Officer. “Our
ambition is to continue to collaborate with
our partners to improve the sustainability
content produced by our brands and
support the creators we work with. Together,
we are learning what is all likes and no
action versus content that makes sustainable
choices simple and preferred.”
The study also revealed that branded content
was viewed as just as engaging, authentic
and informative as unbranded content,
with participants supportive of social media
creators making sponsored sustainable
content.
Branded content is equally effective
77% support creators encouraging their
audience to behave in an environmentally
friendly way.
72% support their selling products or
services focused on sustainability.
76% of people polled were encouraged to
act after watching content from Dove on
reusing plastics.
82% were encouraged to act after watching
content on food waste reduction from
Hellmann’s.
This research shows that, by working with
content creators to share compelling content
on trusted platforms, we have a unique
opportunity to highlight the practical
environmental solutions already provided
by our products, alongside clear messaging
about the importance of their use.
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