Celebrity chefs, such as Jamie Oliver and supermarkets like Tesco, are actively supporting behaviour change with the release of quick, easy, and cheap-to-make recipes. Their presence across print and TV is designed to raise awareness across our nation on how to use readily available ingredients that haven’t cost the earth or cost the Earth.
How can you apply this approach to your brand?
Food brands in particular have a wealth of potential content to share:
- How to use up leftovers
- How to batch cook
- Which in-season or local product alternatives to use
- How to prep and freeze easy meals
But this doesn’t just apply to groceries. Beauty brands may opt to cover:
- How to choose the right product first time
- How to apply a product properly
- How to clean equipment to get the best/most out of a product
Pet brands could include:
- How to make bedding/litter/food supplies last longer
- How to choose the right type of food for your pet
- How to make new toys from household junk
All of the above are prime examples of how brands can help to save their customers money. Secondary to that, these are all brilliant ways for us all to do our bit for the environment – some without even realising it. The knock-on positive impact that your brand will be seen as having will keep customers coming back for more.
Whilst the issue around climate change has slipped to our 8th biggest concern worldwide, we mustn’t forget about it completely. The onus to keep this on the consumer agenda is falling to external sources and we’re looking to brands to help everyone do their bit, without it negatively affecting our ever-diminishing finances.
By tweaking that message and focusing on the immediate concerns of the nation (cost of living), brands can have a positive impact in more ways than one. A consumer who feels that they are getting value for money, whilst enjoying the feel-good factor that they’re making an environmental difference, is more likely to become a loyal brand follower.
How can you apply this thinking to your brand marketing?