Supermarket Guru: Decoding the Complexities of Sustainable Purchasing

Supermarket Guru

Senior Scholar Randi Kronthal-Sacco appears on Phil Lempert's podcast sharing key findings and best practices for marketers leveraging sustainability messaging in a way that best resonates with customers and is more likely to drive purchase. 


"Randi opens our eyes to the world of sustainable purchases, revealing that it only commands around 17-18% of the market share. However, she passionately argues that brands and marketers can flip this script by adopting sustainable supply chains and weaving those into their narratives. Moreover, she shares a triptych of points that brands should incorporate into their messaging - 'My Health', 'My Wealth', and 'My Personal World'. As we traverse through the supermarket aisles, Randi enlightens us on the nuances of sustainable messaging. She illustrates the inadequacy of merely labeling products as 'sustainable', emphasizing the importance of crafting the right messages and combining a sustainable claim with a category claim for an 'amplifier effect'. We also delve into the reverberations of the pandemic, examining its impacts on consumer behavior and sustainable purchases. Tune in as we decode the complexities of sustainability, dissect the mechanics of sustainable communication, and forecast the future of sustainable purchases."


View the full interview here.