[It's incredibly challenging to create both consumer value AND meet the sustainability challenge.]

That's the insight I gained from a recent chat with the Marketing Director of a hygiene sector FMCG giant.

But there are solutions. 💡

One is to boost product desirability through various means (storytelling, packaging, emotional appeal, etc.). 📖🎁❤️Many brands are fervently experimenting, as highlighted by Delphine Parois from Strategir in one of her latest interesting talks.

#Decathlon and #BlablaCar are diligently working to enhance the allure of their offerings.

#Patagonia and #Ikea are other prominent examples.

#Fairphone, on the other hand, has successfully persuaded consumers to compromise on functionality in favor of sustainability. 📱♻️

More recently, the sustainability-focused promise of #CoffeeB in a category where brand image and desirability are pivotal will be fascinating to follow. ☕🌱

What's next?

Will we soon see the first perfume or luxury watch brands built solely around a sustainability promise?

This would align the brands' sustainable and profit agendas.Which brand do you think will take this daring step next?#sustainability#fmcg#marketing#youmakeitfly#youmakeadifference🚀