Updated on August 28, 2019
A brand’s unique sustainability story is of great influence in convincing customers to trust, support and stay loyal to your brand. According to research by NYU Stern’s Center for Sustainable Business, products marketed as sustainable grew 5.6 times faster than those that were not (over a period from 2013 to 2018). When you are working with the UTZ program, you already contribute to all three pillars of sustainability; people, planet and profit. How can you weave this contribution into your message, in a way that is true to your brand and therefore resonates with your customers? For this you can use the UTZ wheel. Below we walk you through three steps that will help you use this tool to find your unique sustainability story angle.
1. LEARN about the benefits of UTZ certification
First things first. Take a look at our UTZ wheel or download it here. This graphic explains what we do and breaks down the benefits of the program (the impact of our work) in nine easy-to-grasp icons with short explanatory videos. This will help you gain a better understanding of the UTZ program for yourself, which, in turn, will help you explain and use it in your brand communications.
2. FIND the sweet spot
The second step is to check where your brand overlaps with the UTZ benefits. Which elements of the UTZ program fit best with your brand values? Pick on a few that can help strengthen your story. For example, if the selling point of your brand is the high quality of your product you may want to connect this to ‘better farming methods’ which – when implemented by UTZ certified farmers – lead to a better quality product. If your brand has a focus on being environmentally conscious or you put more emphasis on the human or social aspect you can link to other UTZ benefits to define the right angle for your story. Combine the overlap with consumer expectations in your market and you have identified the sweet spot that can serve as a basis for relevant sustainability marketing on brand level.
3. USE content that supports your story
Now that you have found your sweet spot, it is time to explore what resources we have that can help develop your sustainability story. Make use of our impact visuals, stories from farmers, infographics or the videos on our YouTube channel to build your story.