Anthony Corsaro (AC)’s Post

Utilizing targeted marketing, social media engagement, partnerships, influencer marketing, and engaging packaging demonstrates a multi-faceted approach to reaching various consumer segments effectively.

The case emphasizes the importance of storytelling and brand positioning, suggesting that a strong narrative that communicates the product's uniqueness and sustainable impact can resonate more deeply with consumers

What is the difference between (a) cause marketing (b) purpose-driven marketing and (c) sustainability marketing. Many #marketingandadvertising professionals are going to struggle a bit to answer this one. In the early days (eighties to be precise), Brands would pick up a cause that was likely to resonate with their TG and plug their product into a film. Raising consumer awareness about the need to vote (example), would start with a piping hot cup of tea. Feted at award shows, cause marketing helped build Brand Imagery. Then came the era of "purpose-driven" marketing, where brands would align to a purpose (often backed by their CSR budgets) and build their entire communication narrative around it. Such an initiative would be longer term, where soaps would talk about real beauty and the mayo about food waste. We are still living in this era, but now brands are supposedly 'tiring' of too much purpose. I wrote about the "purposeless mayonnaise" in my newsletter #Sussitout, much before the Superbowl ADs were aired in 2024, and happy to report that Hellmann is restoring the much-needed balance of waste with taste. Marketing in 2024 and beyond is all about targeting the sweet spot that lies within the trifecta of #goodforyou #goodforplanet and #fairprice. #SustainabilityMarketing is an all-new skill that CMOs say is lacking within their teams. This observation is backed by research done by Kantar and WFA. So what is Sustainability Marketing, and how do you upskill yourself? In one line, it is all about helping brands market their sustainable credentials. When done right, brands gain reputation scores and trust, reach a growing new cohort of customers, and can fetch justified premiums. To get started, visit www.tikao.ai and enter your brand/business URL for a free actionable insights report.

We do not talk enough about the role marketers play in advertising products that are sent out to the world in a way that does not benefit our planet. I was recently reminded through this platform, that we, advertisers, have a role to play in acknowledging brands who care, or make a concerted effort in achieving marketing practises which promote the sustainability of industry. I want to zero in on the practical. For industries which cannot avoid packaging and especially those with the scope to protect, prolong or reduce product waste, my narrative will be especially frustrating. While I am not positioning as an eco-warrior, as a marketer, I do ask myself many questions about the lack of traction in regard to sustainability. Are companies who choose to avoid the excessive use of single use plastics, blister packs or disposables, favoured by consumers? We all have a vague assumption, environmental impact model or market study to support the narrative that this isn't always the case. So, perhaps, it is time to raise a bigger question. Alexis Eyre and, Flourish says it best when they say: ''We accelerate sustainability. Because there is no future of business without a future for the planet''. Are our industries simply complacent, or are they stuck in the status quo? An educated guess takes me to the food industry - because I have extensive knowledge in that industry, and because, as a passion project, I started a small food pop-up business a couple of years ago. I had a choice to make early on, and while the numbers didn't add up at all - I chose to serve food using eco-packaging options. In my country, it is considerably more expensive to make that choice for a food business. This type of packaging is hard to procure and is often in scarce supply. I have to buy in bulk, I also have to charge my customers more which makes my food offering less price competitive, and I have to raise capital to invest in eco-packaging. Lastly, I have to remain lucid and model environmental production and shipping impact in this scenario too! But guess what? This mad/costly/complicated idea (for my country), which I got stuck on anyways .... well, it paid off. Most customers simply LOVE the fact that I give them a sustainable choice. (I'll also mention that this also elevates the commercial value and presentation appeal of the food - compostable is quaint, desirable and marketable). If businesses would make the choice to overcome THE COST to the business, and the COST to the consumer, I would hazard a guess that many would succeed in achieving high desirability among their consumers. Also, failing to recognize that inevitably, when nothing changes, everyone is forced to adapt and to adopt some form of compromise is failing to anticipate much bigger financial risks ahead. I am curious, are there small sustainable changes you can make in your business today? Are there reasons why this can't work for your business?

Do consumers truly care about #sustainability and are brands taking a risk if they don't invest in it? Yes and yes, says Anora’s Spirits Marketing Director Suvi Reinikkala in her interview with Peter Marshall from trunblocked.com. Click to link to hear the full conversation and learn more about the challenges – and opportunities – in making sustainability claims understandable and credible to consumers, why #regenerativeagriculture is central for Anora’s flagship brand and how all this relates to Anora’s ambitious plans in #travelretail ✈️🌾

Embracing imperfection. Some of my favorite startups to partner with at Closed Loop Studio are upcycled food brands. Working in this industry is an exercise in sustainable design and storytelling, with incredible impact. It’s a chance to use design and messaging to facilitate consumer interest, drive environmental consciousness, and advocate for a more sustainable food system. All through mindful, creative identity work and elevated packaging. And upcycled food brands do this through embracing imperfections. These under-represented products often use ingredients that would otherwise go to waste due to cosmetic imperfections or surplus production. Brands celebrate these imperfections as emblems of sustainability, emphasizing that no resources are wasted in their production process. Through visually appealing packaging and messaging, upcycled food brands are reframing "imperfect" as "beautifully sustainable." Shout out to Ojaswe Co. for setting the partner brand standard for regenerative and upcycled ingredients! #climatestartup #startupfounder #upcycledfood #reducefoodwaste #regenerative #brandingdesign #plantbasedfoods

As it becomes clear that foodtech is more food than tech, what does that mean for the role of marketing in your company? As you probably expect, Jennifer Woollford and I have something to say on the topic. Check it out in the latest Unstuck and if you like what you see please subscribe in the link in the comments. https://lnkd.in/d87PZfAd #unstuck #altprotein #foodtech #sustainability #marketing

I bloomin' love a challenger brand with a clear purpose and story! 🎯 Keep seeing lots of posts about Bread & Jam's upcoming event (envious of anyone going, it will be a great do! And to anyone who is, make sure you don't miss my old friend HARVEY's talk about unboring PR..), and getting excited for all those brands at the start of their journey. Any advice from little old me?? 🤷🏼♀️ Thinking back to my time at Meatless Farm, I can't stress enough how vital it is for new and emerging brands to have a strong founder story and clear principles. In a crowded market, it's your unique story and values that set you apart and draw customers in. 🛒 Be Authentic: Consumers today can spot greenwashing from a mile away. Authenticity isn't just a buzzword – it's a necessity. Take Patagonia, for example. Their commitment to the environment isn't just a marketing angle; it's woven into every aspect of their business. Their founder's story of passion for the outdoors and sustainable practices resonates deeply with their audience. 🧍♂️ Know Your Audience: Trying to be everything to everyone is a fast track to mediocrity. Instead, zero in on your target audience and cater specifically to their needs and values. Oatly is a great example here, a brand I really admire. They’ve carved out a niche by targeting environmentally conscious consumers looking for dairy alternatives. Their quirky, transparent marketing and strong stance on sustainability have won them a loyal customer base. 🏷️ Stay True to Your Principles: Your principles should guide all business decisions, from sourcing to marketing. Take Ben & Jerry's. They have built their brand around social justice and activism. They don’t shy away from taking bold stands on political issues, which has fostered a strong, loyal customer base that shares these values. 👍 Innovate and Engage: Look at brands like Who Gives A Crap, who disrupted the toilet paper industry with their environmentally friendly, humorous approach. They turned a mundane product into something fun and engaging, all while sticking firmly to their mission of improving sanitation and sustainability. When challenger brands get it right, they not only attract customers but also build long-term loyalty and advocacy. And pave the way for their future success. Any other great examples of challenger brands nailing their story and principles? #FMCGMarketing #BrandStory #Authenticity #CustomerEngagement

Tillamook has been a purpose driven brand since 1909. Its purpose (Do right by every bite) is embedded throughout its company and with all its stakeholders. They made it on the Forbes 2023 Best Brands for Social Impact List and increased their B Corporation Score! Some highlights on how they are doing well by doing good: 1. DO then SAY: Tillamook demonstrates its commitment to purpose through action and then infuses their progress into their storytelling to share with consumers 2. Purpose is built into strategy: Their multi-year roadmap to get there focuses on quality and cost while driving higher levels of sustainability, which is tied to their purpose 3. Purpose is a partnership game: Partnership with empathy is needed with partners inside and outside the organization to make the magic happen of finding the solution that can help your organization do well while doing good. Read more here: https://lnkd.in/e9C_-te3 #PurposeDriven #Purpose #BrandStrategy

Why should I care? That is the question any sustainable brand should ask themselves about what their consumers care about. Sustainable brands are at the forefront of addressing the modern consumer's demand for wholehearted products, eco-friendly practices, and transparency. Creating a brand that cares about your ideal customers begins with syncing your brand's vision with their specific needs and aspirations. Your brand can create a compelling experience that speaks directly to their hearts. Understanding their challenges while grasping their motivations allows you to position your brand THE solution. Make your brand not just another choice but a necessity. Start by asking these of your main customers: 1. What do they want in life? 2. What challenges are they facing in today's world? 3. What traits and qualities do they aspire to? 4. What values motivate them to pay? A great example of a brand that makes people care: Oatly calls itself "milk but made for humans," and its slogan's fun, matter-of-fact approach extends through the brand. They uniquely address lifestyle choices that benefit the planet and personal well-being. Their fun approach to sustainability, with unique marketing and transparent communication, resonates emotionally with consumers, making Oatly a trusted symbol of health and environmental stewardship. What is your favorite ONLY CHOICE brand? #sustainability #care #branding #branddesign #brandstrategy #bcorp #purposedriven