The key to breaking the “echo chamber” of beauty is to tell people’s stories. People behind the supply chain and sustainable production.
Surely the next steps are about how to create engaging content that tells a guided story. This will serve to better interact with consumers on sustainability issues. An example of how well this principle has been established is that of Natura & Co. In fact, they recently launched a free streaming channel regarding the environmental and social ambitions of the brand.
The goal was to extend the message to a wider audience; but the real question is another. How can brands extend their messaging beyond the shelves, marketing and social media into a video storytelling?
As Sam Sutaria, Head of Strategy at WaterBear suggested: “Trust in brands is at an all-time low. People don’t necessarily respond to traditional advertising as they usually do. This is where we come to the narrative. “
BREAKING THE “CHAMBER OF THE ECHO” IN A SUSTAINABLE KEY
… From an impact point of view, engaging new people and new recruits in the environmental space is something very, very interesting for us.” These are the words of Sutaria again, where the concept is to base the brand on history to make it exciting. The idea was to “break the echo chamber” of communications on sustainability, through collaborative storytelling.
It’s about turning the beauty majors’ sustainability findings into stories that people could “get very deeply involved with,” Sutaria said. Specifically, we will focus on the “atomic narrative”, on individual characters, events and short stories, far from the traditional environmental narrative. The goal is to create “living, breathing, emotional and empathic” stories.
“COMMUNITY AND COLLABORATION” TO BREAK THE “ECHO CHAMBER”
“Community building and collaboration: these two Cs will be the two Cs of the next decade. We need to unite on these issues and learn from each other. Community want to try and give that different, story-based approach to WaterBear; we are a network in all senses. “Once again Sutaria’s words are explanatory.
“… What we want to do is keep the platform free and build a coalition of purpose-built brands that all bring something different to the table. We carefully selected the sectors we wanted to work with – beauty, energy, clothing, cameras, “she said.
SUSTAINABLE BEAUTY WITH A FOCUS ON PEOPLE
There must be greater awareness to make sustainability even more engaging for people. We need to make indigenous voices heard louder and “bring those voices to the boards and to the people”. This is because they are an important part of sustainable supply chains. Put simply it is about placing people as an integral part of nature in a human and natural connection.
THE CONCEPT OF CITIZENSHIP TO BREAK THE “ECHO CHAMBER”
Marcelo Behar, vice president of sustainability at Natura & Co, said they will be able to broadly communicate the vision of sustainability for 2030.
“To make this a reality, we need to connect our consultants and representatives, colleagues, communities and clients with innovative partners and creative minds around the world,” Behar said.
“Future challenges will redefine our concept of citizenship. That is why we are delighted to embark on this journey. The team understands that to touch the hearts and minds of citizens we need to engage them with compelling content that inspires everyone to take action, “she said.
But what has this path brought up to now in terms of results for Natura & Co? Last year it ranked as one of the most “inclusive and diverse” beauty companies in the world. This change is at the beginning, but the new concept of fusion between nature and people will bring revolutionary changes for a new step towards sustainable communication.
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