Unfortunately, the relationship between the popularity of concepts and their richness in terms of content has an inversely proportional mechanism. The more popular a concept becomes and the more it is repeated, the emptier its content becomes.

The culture of consumption erodes thoughts and ideas like physical commodities.

The concept of “sustainability”, which has been in our lives for a while, suffers from the same problem.

Nowadays, everyone has a “sustainability” story on their lips. But how full are these stories?

The answer is yours…

Of course, when we think independently of all this, the concept of “sustainability” is of indisputable importance. It is inevitable for all individuals and organizations to think about this concept for a livable world and future. “Sustainability”, which derives its power from environmental awareness, includes all elements that affect the environment. Production, product, material, organization, consumption, process and of course marketing… Every “thing” you can think of has to pass through the sustainability filter.

From a marketing perspective, we have to admit that customers are much more likely to engage with sustainable brands. The challenge is to create meaningful, impactful sustainability messages that appeal to your target audience.

A study conducted by Google on this important topic contains important data.

Google asked more than 3,000 users from different backgrounds to report sustainability messages that they felt did not appeal to them.

Using artificial intelligence to determine how users felt about certain images, text and creative approaches, Google clustered and analyzed thousands of opinions by theme. The research revealed the three most common sustainability-related marketing problems: