This is the point of purchase, so converting consumers here will give you the most return on investment. Use a label and use it on the front of pack, so that a consumer can easily distinguish in one second that you are committed to sustainability. A label alone is not enough as most of the time consumers are not well familiar with it. Strengthen your sustainable message with a powerful claim showing that you care.
Social media, influencers, and PR
Sustainability is a hot topic, so it will get attention. It is also a positive story that people want to be associated with, so they are more likely to share with others. That is the fantastic thing about sustainability - people will support your brand for free, because they believe in what you are doing! Importantly, sustainability doesn’t need huge media budgets to communicate, as you get a word of mouth effect.
This is a great place to house additional information, so that consumers and other stakeholders can verify what they have seen on pack or read online, which will build your credibility in this space.
Retailer and e-commerce websites
This is another point of purchase, so make sure your product descriptions online reflect your sustainability credentials. For retailers that have filters to help shoppers find sustainably-sourced items, make sure your products are flagged correctly.
For Cocoa Horizons, we have a lot of ready-made tools to help you tell your consumers a convincing cocoa sustainability journey. The Cocoa Chronicles can help by translating sustainable cocoa messages into consumer facing stories, driven by consumer benefits. Get inspired to leverage your sustainability impact and drive your brand's purpose.