What really influences consumers when it comes to how they feel about brands?

Where are they prepared to invest their cash when making everyday buying decisions?

The resounding answer is: Sustainability. We know a genuinely considered chain of custody, is the one thing an overwhelming number of buyers put ahead of all other considerations. This is according to a global Nielsen study with more than 30,000 consumers from over 60 countries.

“66% of people (and 73% of Millennials) say they’re willing to pay more for products and services from companies committed to positive social and environmental impact.”

— Nielsen Global Sustainability Report 2015

Millennials buying power is becoming increasingly critical for brands. This group is particularly invested in this trend — 77% of millennials are willing to pay more for sustainable goods, compared to 66% of global consumers who feel just as committed.

And this chain of custody applies to every aspect of your brand, including the development of your brand strategy and visual identity.

The simple fact is that people like good brands. They trust them. They believe them. They see value in them. They see them as the counter to unethical behaviours.

And this applies to the provenance of your brand and visual identity, how it was created and by whom.

The process of developing your brands’ chain of custody begins with discovery; the activity to understand your business’s unique value proposition. What are your company’s values and principles? What does your company’s culture look like, now and in an ideal future? Who are your consumers and what do they value about your business?

Without taking this journey of discovery, no amount of lipstick on the pig is going to help you.