Optimising the sustainability communication strategy for Electrolux

The challenge

Before the project, Electrolux had studied how attractive and relevant different aspects of sustainability were to consumers and how they related to other important attributes of products within the Electrolux business areas Taste (ovens, stoves, microwaves etc.), Care (washing machine, dishwasher, tumble dryer etc.) and Wellbeing (vacuum cleaners, air-conditioners, water heaters etc.).

To further deepen the previous work and the insights, the study aimed to look at where in the Electrolux customer journey the different sustainability aspects could be most relevant to communicate and how to do it in order to drive purchase intention among consumers.

By uncovering consumer behaviour in different parts of the customer journey, the study helped Electrolux better prioritise what to communicate, where and how in the customer journey.

The solution

The process involved desk research to review previous Electrolux materials to identify knowledge gaps and accurately map consumer journey phases and sustainability initiatives. This was followed by quantitative data collection through interviews employing multiple choice questions, MaxDiff, and Conjoint Analysis methodologies. The findings were then analysed, and based on our expertise in sustainable branding, communication, and consumer behaviour, recommendations were made on what to communicate, as well as where and how in the customer journey.

The results

As results we provided Electrolux actionable insights with:

  • A clear image of what sustainability aspects within areas like energy, circularity and materials that were most relevant to communicate about in the different phases of the customer journey.

  • An understanding of to what extent different sustainability arguments and claims drive specific behaviours.

  • Recommendations on how to convey sustainability arguments most effectively in corporate and brand communication.

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