Does your sustainability-themed campaign pass the pub test?
Politicians love using the pub test for judging policy – but is your sustainability campaign equal to the test? Would an ordinary patron at your local pub understand what you’re doing and why you’re doing it? Would they think you’ve got the track record to back it up? Would they even care?
Brands are increasingly exploring ways to get more exposure from sustainability actions and are responding to heightened expectations from customers for sustainable products and services.
Using sustainability to differentiate your brand is smart. But, as we know, it’s not always done authentically, and that creates risk.
