Add to that already steep challenge the findings of the Hartman Group Sustainability 2013 Report:
"We are seeing a broad gap in the way consumers and companies think about and approach sustainability. That very few consumers today can name a sustainable company underscores the fact that so many Corporate Social Responsibility (CSR) and sustainability activities go relatively unnoticed by consumers."
Closing the Gap by Storytelling
To close that gap and educate consumers, brand representatives and academic presenters at the recent Yale Interbrand Sustainability Marketing Summit powerfully demonstrated the importance of storytelling. Getting the stories to tell themselves is the key.
Startups like Warby Parker, Zady and FEED, as well as established brands like Stonyfield Farms and Applegate, were among those at the Yale Club exploring just how stories get “baked into” brand DNA. Though there was consensus that consumers still want brands to lead with the product, it seems that the stories surrounding the product will likely and soon take over.