Vitasoy, Leo Burnett: Consumers are looking for brands to lead on sustainability

Chatting alongside Vitasoy’s director of marketing & strategy, Nick Bartram on this week’s Mumbrellacast, Leo Burnett’s Melbourne GM, Kate Silver, said that with a general lack of actions from the government on sustainability, consumers are expecting more from brands to enable meaningful actions.

Since winning Vitasoy’s account in 2020, Leo Burnett and the brand have made sustainability a central component in their collaborations. In their first work together, ‘Planet Milk’, which launched in time for Earth Day last year, consumers were invited to opt for plant milk as a homegrown and sustainable alternative. On this, Silver said the brand wanted to start thinking more like a human rather than a business.

Kate Silver