The importance of design on sustainability
In an increasingly competitive market, companies need to find new ways to differentiate themselves. As more and more millennials and centennials align their values and priorities with the climate crisis, brands have a responsibility - or call it a golden opportunity - to improve their strategies to connect with these audiences. And a key tool in this is design.
Business value through sustainable and emotional design
In a competitive market, it is a challenge for consumers to choose a brand, product or service. Pricing is no longer necessarily the most important factor when considering all purchase options. New attributes are needed to keep consumers coming back and remain loyal. A heavy contender is the brand’s sustainability profile.
Millennials (1982-1996) and Centennials (1997-2015) have grown up in a world where the environment and the health of the planet is on the agenda and expect companies to take responsibility. This is where design comes in, as a tool for companies to help their target audiences make sustainable decisions.
People need the emotional layer
The sustainability profile of a brand must be clear to the naked eye of the consumer. It must be consistent and strategic in look and feel. In all brand interactions, otherwise interest fades. Fortunately, tools are available for this. For example, working with natural materials/packaging or using psychological triggers to give them a little nudge. People need that visual and emotional layer to take them into the feeling and experience of a sustainable brand. A feeling may not seem that important, but it is a crucial factor when a person goes from being a visitor to a returning customer. From understanding information to actually acting on it. From agreeing with your argument to reflecting it back to others. And studies show that a reliable and inspiring brand is just as important, if not more so, than data and detailed production descriptions when it comes to purchasing.
Instrument for behavioural change
By communicating sustainability through visual and emotional design, you can get the young and very conscious target group interested and loyal. Design is a powerful tool for positive behavioural change, enabling people to make the best choice - for themselves and for a sustainable future.