In today’s marketplace, having great products is not enough. Consumers have an almost limitless range of choices, and short attention spans. Whether your focus is on domestic or overseas markets, success depends on finding a way to cut through all the clutter. The answer lies in having a great story to tell. A great story not only demands attention, it connects with people at an emotional level.
This paper shows what these trends mean for marketing sustainable products, both in New Zealand and highly competitive overseas markets. While this paper has a food and beverage focus, the lessons are relevant for businesses across all sectors. It also highlights some innovative New Zealand companies that are succeeding in telling their sustainability story to a world that’s hungry to hear it.