• Jeanette Morelan

Brand Leadership and the Nine Sustainable Behaviors

The Pull Factor Project, a partnership between BBMG and Sustainable Brands, released a report exploring the changing behaviors of consumers and how brands can leverage consumer desires, sustainable development goals, and their own unique value propositions to create meaningful change.



Their research revealed some interesting shifts in attitudes and behaviors for consumers, particularly millennials, that revealed that social impact factors (like sustainability) had significant influence over their purchasing decisions.


This research combined with the data-driven U.N Sustainable Development Goals led the Pull Factor Project team to discuss Nine Sustainable Behaviors that are wanted/demanded by consumers and possible to accomplish by brands in nearly any industry.


  • Eat more plants (moderate meat consumption and consume products that support regenerative agriculture.)

  • Go renewable (switch to renewable energy sources at home, ride public transportation, and purchase products using renewable energy.)

  • Go durable (buy better, buy less. Reduce single-use items and purchase durable, reusable products instead of disposable ones.)

  • Reduce food and water waste (plan ahead, use what you need, make the most of what you have. Compost what you can.)

  • Go circular (choose products made with recycled content and recycle, rent, share and buy used over new products whenever possible.)

  • Go simple (buy products with simple, clean ingredients that are healthier for you and protect habitats and biodiversity.)

  • Support women and girls (support causes and products that educate girls, aid better family planning and support women-owned businesses.)

  • Expand equity and opportunity (buy fair trade as well as brands supporting inclusive and equitable products, policies and causes)

  • Show up (vote at the ballot box and with your wallet, make your voice heard and volunteer in your community.)

The report also highlights some successful case studies in which brands have leveraged their unique value positioning to adopt these behaviors and spark meaningful social change. A few examples.


Burger King's introduction of the Impossible Whopper, a 100% plant-based burger, has created a stir in the food sustainability world. With their clever "100% Whopper" campaign and rollout to over 7,200 locations, the fast food giant has made a statement about how eating plant-based doesn't mean you have to sacrifice your favorite indulgences.


Land-O-Lakes worked to address the portrayal of women farmers through their "All Together Better" campaign. The campaign featured a music video led by an all-female production crew that captured and celebrated the resilience and grit of female farmers in their collective. Paired with an engaging philanthropic campaign for Feeding America, Land-O-Lakes leveraged their branding and corporate voice to speak on representation issues that matter to them and their potential consumers.


The North Face is working to create a more durable, circular economy by creating a line of re-made clothing in an effort to curb the excessive waste of the clothing industry. By having brands themselves focus on re-making or re-furbishing clothing, they invite consumers to purchase fewer items that will last them much longer.


We loved getting to see even more evidence in this report about the growing desire for businesses to create not just incredible products, but to live out their values and recognize their responsibility to their local + global communities.


You can read the full report here. Get in touch below if you're interested in learning more about how Novel can help your business successfully launch a sustainability brand campaign.


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