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Do consumers really care about buying environmentally and ethically sustainable products? Well, according to a joint study by McKinsey and Company and NielsenIQ , it turns out the answer is yes . The study finds that products that claim to be environmentally and socially responsible averaged 28 percent cumulative growth over the past five years compared to 20 percent for products that made no such claims. 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Thank you for joining us today. This Friday, April 22nd is Earth Day, which marks the anniversary of the birth of the modern environmental movement in 1970. The website at earthday.org chronicles how, over the decades, hundreds of millions of people have been brought into the environmental movement, creating opportunities for civic engagement and volunteerism in 193 countries. Of course, the fight for a cleaner environment continues as the impact of climate change becomes more apparent every day. So to mark earth day, ou","heading":"Episode Transcript","locator":"p.framer-text.framer-styles-preset-bknx5d","section":"Inspiring Green Consumer Choices with Michael E. 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Here in the US, temperatures have been surging as greenhouse gasses trap heat in the atmosphere, and combine with effects from El Nino. We've also faced severe pollution caused by extensive wildfires in Canada, resulting in smoke-filled skies and air quality warnings. On July the fourth, global average temperatures reached a record high of 62.6 degrees Fahrenheit, that's 17 degrees Celsius, making it the hottest day since record-keeping began in 1940. 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As part of the Bigeye Book Club, in partnership with publisher Kogan Page, today's episode focuses on our featured selection for March, Next Generation Retail: How To Use New Technology To Innovate For The Future by Deborah Weinswig and Renee Hartmann. Written with both digital-first and physical retailing in mind, the book presents ways in which retailers and brand marketers can respond to consumers' changing demands and expectations by embracing new and emerging technologies. 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Over the past several years, national and global surveys have shown that consumers have become more conscious of the social, environmental, and ethical implications of their purchasing decisions. Younger consumers - such as Millennials and members of Generation Z - report prioritizing brands that align with their personal values and beliefs. And with the rise of social media, consumers have greater access to information about brands' policies and practices. 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The landscape of marketing leadership continues to evolve rapidly, shaped by two major forces: the shift to remote and hybrid work models, and the emergence of AI-powered tools. These changes fundamentally alter how teams collaborate, how agencies operate, and how marketing professionals approach their craft. Our guest today has unique insights into both of these transformative trends. 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I'm talking with Solitaire Townsend, Chief Solutionist at the global change agency, Futerra, and the author of The Solutionists: How Businesses Can Fix The Future . Solitaire, could you talk a bit about demographic versus psychographic approaches to marketing and promoting sustainable products and practices?\nSolitaire Townsend: I find that the typologies, and the trying to understand publics on sustainability fascinating. Because we're also used to using demographics when we're working in marketing. 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Also, Philadelphia has long associated itself as a bastion during the Revolutionary War period. Thus, they decided upon \"youth, fearless, and challenger\" as the three parts of their statement.\nWith this in place, the team didn't so much create their own brand as organically adopt it from the city itself. As Tim McDermott, the Chief Business Officer of the team said, they wanted their fans to define their team and not the other way around.\nAs the brand continues to evolve, the Philadelphia Union soccer club has even incorporated street and pop-culture art into their graphics. At the same time, they use the mantra \"Join or Die,\" a slogan from the Revolutionary War days. 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Research shows that transparency isn’t just appreciated; it’s expected. When brands clearly explain the “why” behind a price adjustment, whether it’s due to rising costs, improved product quality, or shifting market factors, customers are much more likely to stick with you. The key is to share information before the change takes effect, address concerns honestly, and make sure your messaging aligns with your brand values. Modern pricing intelligence can give you an edge here. By analyzin","heading":"Turning Price Changes Into Trust-Building Moments","locator":"section.framer-zd1nn9","source_url":"https://www.bigeyeagency.com/insights/turning-price-changes-into-trust-building-moments","representation":"visible"},"jobTitle":"Marketing Analytics","modified":"2026-10-04T16:23:36.401Z","published":"2025-08-20T00:00:00.000Z","observedAt":"2026-10-25T19:48:12.631431778Z","relationship":"publisher","httpLastModified":"Fri, 23 Oct 2026 23:54:17 GMT"}],"jobTitle":"Marketing Analytics","witnessIds":["urn:lumitra:person:bigeyeagency.com:4bbf91ce79a894c9","urn:lumitra:person:bigeyeagency.com:16bb3691800355b4"],"description":"Home\n\n/\n\nMarketing Analytics\n\nAug 20, 2025\n\nRaising prices is never easy, but how you communicate those changes can define your relationship with your customers. Research shows that transparency isn’t just appreciated; it’s expected. When brands clearly explain the “why” behind a price adjustment, whether it’s due to rising costs, improved product quality, or shifting market factors, customers are much more likely to stick with you. The key is to share information before the change takes effect, address concerns honestly, and make sure your messaging aligns with your brand values. Modern pricing intelligence can give you an edge here. By analyzing customer sentiment, segmenting by loyalty level, and testing different communication formats, you can tailor notifications for maximum clarity and empathy. This data-driven approach helps you avoid surprises, reduce churn, and even strengthen brand loyalty. Here’s how we can approach pricing changes together:\n\nIn Bigeye's Believability Gap research , value ranked alongside trust and quality at 88%, and 21% of Gen Z already call grocery brands poor value.\n\nStart with research. 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