The barrier for sustainability is price. Typically, this is blamed on consumers. Marketers say to themselves that consumers are not living up to their values, because if they were, they’d prioritize sustainability and pay for it. So, the job for brands is defined as getting consumers to follow through on good intentions. This involves segmenting consumers by sustainability attitudes to develop marketing appeals.
In our post-pandemic world, brands are dealing with changed customer behaviors. Attitudes about and usage of technology leap-frogged decades. How and where we work together is now very different. How we buy foods and beverages has altered dramatically.
Once a brand is well positioned, the one enduring challenge that marketers face is making sure that everything associated with the brand is consistent in the minds of the target audience.
Where brands and products come from, and the associations (real or created) people have of this origin can significantly influence and alter the way brands and their products are perceived.
In a recent Wall Street Journal interview with Brian Cheskey, CEO and a founder of Airbnb, reporter Preetika Rana discussed the way in which Airbnb survived during the pandemic and is now flourishing. Although there were several financial measures that Airbnb employed to sustain itself during the crisis of Covid lockdowns and quarantines, one of the most important Airbnb strategies was to leverage the power of localization.
