Empowering Marketers for Sustainable Communication: Pernod Ricard's Strategy

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Dilyara Abdulkayumova leads sustainability and brand purpose at Pernod Ricard, the company behind popular brands like Absolut, Beefeater, and Malibu. She believes in empowering marketers to speak up on sustainability issues by ensuring they understand the purpose behind any green communication.

During a webinar by Brand Finance and The Conference Board about the financial effects of how consumers view brand sustainability, they talked about the idea of 'greenhushing'.

Greenhushing is when companies choose not to talk openly about their sustainability efforts and goals, either out of fear of being seen as greenwashing or because they are not meeting their own sustainability targets.

Abdulkayumova from Pernod Ricard mentioned that marketers are experiencing a conflict when it comes to promoting sustainability while also being careful with their messaging.

She explained, "We believe in empowering our marketing and brand teams by offering them training and resources to communicate effectively, using scientific evidence and facts to support their message."

Pernod Ricard advises its marketers to first understand the purpose of their brand communication and the target audience before crafting their messaging.

They emphasize the importance of knowing who will find the communication meaningful, the value it provides for consumers, and the benefits for the brand. Marketers are encouraged to clarify their brand's objectives, whether it's recruitment, establishing a premium image, or enhancing quality credentials.

Robert Haigh, Brand Finance's strategy and sustainability director, discussed the consultancy's sustainability gap research.

The Sustainability Gap Index is designed to measure the potential value that brands can either gain or lose based on their sustainability initiatives. According to the research, brands that do not actively promote their sustainability efforts could be forfeiting billions of dollars in revenue.

Haigh recognized the threat of greenwashing for brands, especially with strict regulations in the UK and US.

He mentioned that some brands are overly cautious and fail to highlight their actual accomplishments.

Brand Finance's research suggests that these brands may be missing out on actual financial value. It is clear that sustainability has the potential to not only engage consumers through behavioral change but also enhance brand value.

Dilyara Abdulkayumova, Pernod Ricard

Abdulkayumova stated that Pernod Ricard saw returns on its sustainability investment in several areas.

She mentioned that sustainability can increase consumer engagement through behavior change and enhance brand value.

Pernod Ricard also benefits from its sustainability efforts in employee engagement and talent retention. Employees highly value the organization's actions in this aspect.

Editor's P/S:

The article highlights the importance of sustainability communication in the marketing industry. It discusses the concept of "greenhushing," where companies remain silent about their sustainability efforts due to fears of greenwashing or unmet targets. However, research suggests that brands may lose significant revenue by not actively promoting their sustainability initiatives.

Dilyara Abdulkayumova from Pernod Ricard emphasizes the need for marketers to understand their brand's purpose and target audience when communicating about sustainability. By using scientific evidence and facts, marketers can effectively convey their message and connect with consumers who find it meaningful. Pernod Ricard has seen positive returns on its sustainability investment in areas such as consumer engagement, brand value, and employee retention, demonstrating the potential benefits of embracing sustainability in marketing.