Sustainability in Global Branding: Perspectives from Sweden, Kenya, and Saudi Arabia
Sustainability is becoming increasingly important to consumers around the world.
A 2022 survey by Nielsen found that 66% of global consumers are willing to pay more for products and services from companies that are committed to sustainability.
However, the level of importance placed on sustainability varies depending on the culture.
In some cultures, such as Sweden, sustainability is a top priority for consumers. In other cultures, such as Saudi Arabia, sustainability is still in its early stages of development, but there is a growing interest in this topic among younger consumers.
Sweden
Swedes are very passionate about sustainability and are looking for brands that share their values.
Swedish consumers are well-educated about sustainability issues and are willing to support brands that are taking action to address these issues.
Data Points
A 2021 survey by Ipsos found that 97% of Swedes say that it is important to them to live sustainably.
A 2022 study by the Boston Consulting Group found that 86% of Swedish consumers are willing to pay more for sustainable products and services.
Examples
IKEA is a Swedish brand that is known for its commitment to sustainability. IKEA has set a goal of becoming a "circular business" by 2030. This means that IKEA wants to design all of its products so that they can be repaired, reused, recycled, or composted at the end of their life.
H&M is another Swedish brand that is committed to sustainability. H&M has set a number of sustainability goals, including reducing its environmental impact, improving working conditions in its supply chain, and using more sustainable materials in its products.
Recommendations
To succeed in the Swedish market, focus on demonstrating commitment to sustainability.
This can be done by incorporating sustainable practices into operations and by offering products and services that are environmentally friendly and socially responsible.
Kenya
Kenyan consumers are becoming more aware of the importance of sustainability, but they may be more focused on immediate concerns such as food security and access to clean water.
Kenyan consumers are interested in brands that are helping to address the sustainability challenges facing Kenya. These challenges include climate change, water scarcity, and pollution.
Data Points
A 2021 survey by the African Alliance of YMCAs found that 89% of Kenyan youth say that they are concerned about climate change.
A 2022 report by the World Resources Institute found that Kenya is one of the most water-stressed countries in the world.
Examples
Safaricom PLC, a Kenyan telecommunications company, is leading the way in sustainability in Kenya. Safaricom has invested in a number of initiatives to reduce its environmental impact and to support sustainable development in Kenya. These initiatives include planting trees, reducing waste, and providing solar power to rural communities.
Unilever, a multinational consumer goods company, has partnered with Safaricom to launch a sustainable mobile money platform called M-PESA Green. M-PESA Green allows Kenyan consumers to make payments for sustainable products and services, such as solar energy and water conservation.
Recommendations
To succeed in the Kenyan market, focus on developing products and services that help to address the sustainability challenges facing Kenya.
Also, make sure to emphasize the social and economic benefits of your sustainability initiatives.
Saudi Arabia
Saudi Arabian consumers are still in the early stages of developing an awareness of sustainability, but there is a growing interest in this topic among younger consumers.
Saudi Arabian consumers are interested in learning more about sustainability and how they can make more sustainable choices.
Data Points
A 2021 survey by YouGov found that 73% of Saudi Arabians are concerned about climate change.
A 2022 study by the Oxford Business Group found that 60% of Saudi Arabian consumers are willing to pay more for sustainable products and services.
Examples
Almarai - المراعي , a Saudi Arabian dairy company, is committed to sustainability. Almarai has set a number of sustainability goals, including reducing its environmental impact, improving animal welfare, and supporting sustainable agriculture in Saudi Arabia. Almarai is also working to educate consumers about sustainability and the benefits of sustainable dairy products.
The Saudi government has launched a number of initiatives to promote sustainability in the country. These initiatives include investing in renewable energy, reducing waste, and improving public transportation.
Recommendations
To succeed in the Saudi Arabian market, focus on educating consumers about sustainability and the benefits of sustainable products and services.
Also be sure to offer products and services that are adapted to the Saudi Arabian culture and climate.
Tactical Strategies for Marketing Sustainability in Global Markets
Focus on the local perspective. As we have seen, consumers in different countries have different perspectives on sustainability.
Do the need research to understand the specific sustainability challenges and concerns in target markets.
Be transparent and authentic. Consumers are more likely to trust brands that are transparent about their sustainability initiatives and that are authentic in their messaging.
Emphasize the benefits for consumers. When marketing sustainability, focus on the benefits that consumers can gain from using sustainable products and services.
For example, highlight the environmental benefits of sustainable products, or the social benefits of supporting sustainable businesses.
Use storytelling to connect with consumers. Stories can be a powerful way to communicate the value of sustainability to consumers.
Use storytelling to share stories about the people and communities that your brand is helping are helping through your sustainability initiatives.
The Bottom Line?
Sustainability is a growing priority for consumers around the world.
Brands that want to succeed in global markets need to understand the different perspectives on sustainability in different cultures and develop marketing campaigns and products and services that resonate with consumers.
By focusing on the local perspective, being transparent and authentic, emphasizing the benefits for consumers, and using storytelling to connect with consumers ...
You can effectively market your brand's sustainability credentials and build strong relationships with consumers in global markets.
How are you successfully using sustainability to drive engagement in new markets?
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