Last month we talked about how marketing messages should focus on cost saving first and eco-friendly second to mirror consumers’ priorities. 

A great example of where brands could step up to the challenge is to address the battle against food waste. Approximately £700 per household, per year is wasted on spoilt food. When a monetary tag is attached to an issue like this, it seems to effect a desired change of attitude for consumers.

There are a number of ways that brands can easily support this change (and ultimately benefit). One approach, as already demonstrated by some brands, is to utilise new technologies to save customers money, whilst simultaneously contributing towards the environmental issues at hand. 

Hellman’s, for example, have created a temperature-sensitive label for their mayonnaise jars. When placed into a consumer’s fridge, the label will assist to keep the inside temperature even, and change colour to reveal messaging that encourages a reduction in food waste. The messages are designed to spark a subtle behaviour change, thus leading to an overall monetary saving for the consumer.

How cool is that? 

Obviously, not every brand has the means to invest in this kind of advanced creativity. But it’s time to consider what other methods can be used, and what type of messaging should and could be shared on your public platforms. 

One easy-to-implement method is to share meaningful, actionable content that shows customers how they can avoid issues such as food wastage by using your product efficiently. For example, sharing tangible actions such as meal planning for the week ahead and sticking to UK-grown, in-season fruit and veg can save £££’s almost instantly, and there’s always left over rice to use up!