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Ryan Partnership Chicago is a leading expert in promotion, shopper and digital marketing campaigns for emerging and established consumer brands. The company’s creative professionals combine sound, strategic research and business acumen to create meaningful IDEAS that motivate purchase and loyalty among its clients’ products, services and customers.
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In today’s world of “snack culture,” where advertising is ubiquitous, information is available on demand from a multitude of platforms and curated to fleeting attention spans. Few people take the time to absorb more than cursory bits and pieces of the barrage of messaging they encounter daily. Adding to this challenge, consumers and shoppers are, for the most part, unclear on what sustainability messaging they should believe, what it means, or how it benefits them personally. If we, as sustainable brand marketers, expect to have any influence on changing behavior through our communication, we have got to focus on delivering the right message via the right medium.
What’s the Big Idea?
Ideation is a powerful process for creating new solutions to the challenges brand marketers face today when trying to engage and connect with their consumers and shoppers. Within the realm of sustainability this is especially true because consumers are now more than ever (thanks to the proliferation of communication sources) exposed to the latest, and often conflicting, information available on this complex issue (i.e. 400+ scores, terminology such as organic vs. natural, definitions of what constitutes a sustainable practice like fair labor/trade, etc.).
Insight Demystified
As noted in a number of recent market research reports, communicating the benefits of sustainable behavior so it resonates on a personal level with consumers, consequently sparking a change in action, is one of the primary challenges companies face today. Throughout the month of March, Ryan Partnership Chicago, co-authors of One Green Score for One Earth and Styling Sustainability, will explore the key tenets of effective marketing communication, offering recommendations on how best to incorporate these principles into brands’ sustainability messaging.
Communicating Sustainability: Influencing Consumer Behavior
As noted in a number of recent market research reports, communicating the benefits of sustainable behavior so it resonates on a personal level with consumers, consequently sparking a change in action, is one of the primary challenges companies face today. Throughout the month of March, Ryan Partnership Chicago, co-authors of One Green Score for One Earth and Styling Sustainability, will explore the key tenets of effective marketing communication, offering recommendations on how best to incorporate these principles into brands’ sustainability messaging.
Consumers Want More Eco-Friendly Apparel
A new survey shows consumers want to buy more eco-friendly apparel, but have trouble finding it. Style with Substance – a report by Ryan Partnership Chicago/Mambo Sprouts Marketing – notes that despite the challenge, consumers intend to double their eco-apparel purchases this year, creating a growth opportunity for mainstream retailers.
New Research Finds Universal Sustainability Scores Would Influence Consumer Purchasing
Sustainability-oriented consumers want one universal green score to help them make product buying decisions, according to new market research. The survey found that shoppers would increase sustainable product spending if they could determine which products were truly green and which had been simply green-washed. The findings by Ryan Partnership Chicago and Mambo Sprouts Marketing are published in the white paper, One Green Score for One Earth.
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Through the above links you’ll find insights from our agency experts around shopper marketing, digital marketing, and current marketing trends that we see impacting your business. Our mission is to deliver the kind of creative thinking, inspired commentary, and thought-provoking observations that will inform and invigorate your marketing potential.
Featured Research: Styling Sustainability
The general findings in Styling Sustainability reinforce a key conclusion forwarded in our 2011 research white paper–One Green Score for One Earth. Consumers want a clear and objective means of understanding the sustainability impact of their purchases (including their apparel purchases), and will vote with their wallets for those brands and retail outlets that are capable of credibly communicating on this topic.
One Green Score for One Earth
The purpose of this study was not to create a universal sustainability score, but rather to inspire stakeholders to come together to create it and influence what it might look like. Our opinion is that it’s not a matter of if a universal sustainability score or a series of scores/standards will be established, but a matter of when. Thus, we’d like to stimulate the conversation now, so we’re all equipped with the knowledge required to make the score(s) as meaningful as possible.
Sustainable Brands Need Sustainable Solutions!
Building a sustainable brand takes a new set of tools and service providers. As part of our commitment to serving as a bridge to better brands we are happy to offer a growing directory of Solution Providers who stand ready to support you in the design, management, manufacture, delivery and successful communication about your more environmentally and socially committed brand. If you would like to see your company included in the directory click the button below, Your basic listing is free!
Solution Providers
- Featured Solution Providers
- Banking, Accounting, Finance (10)
- Brand/Design/Innovation Services (24)
- Business Intelligence for Operations and Supply Chain (17)
- Business Productivity/Information Technology (15)
- Carbon Offset Solutions (9)
- Communications, PR, Public/Government Affairs, CSR Reporting (17)
- Design & Innovation Tools (8)
- Employee Engagement, Training & Education (16)
- Energy, Water Efficiency (11)
- Food & Beverage (24)
- Green Chemistry/Materials (13)
- Green Meetings & Events (1)
- Hotel & Travel (5)
- Insurance & Legal Services (6)
- Manufacturing (4)
- Marketing, Advertising, Consumer Engagement (19)
- Media & Information (2)
- Nonprofit (1)
- Office Furniture/Lighting (7)
- Office Supplies (8)
- Packaging (11)
- Printing (6)
- Promotional Products (7)
- Researchers (6)
- Social Media, Community Building Tools (4)
- Sustainability Strategy/Management Consultants (32)
- Talent & Recruiting (2)
- Transportation/Logistics (5)
- Waste Management/Recycling/Upcycling (12)
