Assess the Power of Green Messaging

A client with a proud heritage of sustainable and environmentally-conscious consumer products desired to comprehensively assess six marketing messaging approaches—including headlines and specific copy—to guide product positioning and consumer communications.

APPROACH

W5 developed a multi-staged research approach to garner consumer insights around relevant topics and feedback on the message areas. First, W5 conducted an ethnographic immersion experience at a sustainability-themed conference to learn how consumers experience green trends and themes. Next, qualitative research was conducted online and in-person to understand consumer lifestyles and related behaviors to refine resonant message areas. A broadly distributed quantitative survey was conducted to test updated messages with statistical reliability and an in-person collaborative strategy workshop helped the client absorb the learning and consider next steps.

RESULTS

This combination of research methodologies generated a complete perspective on consumer interest, needs, and reactions to proposed messaging. W5 consulted on refinement of the messages based on the iterative learning, but more importantly, developed direction for client stakeholders to understand consumer perspectives and priorities around sustainability and environmental topics. A strategy workshop uncovered two or three of the proposed messaging strategies that worked for consumers and established new insight on how distinct communications tactics would ensure successful resonance in the market.