Adding vitality to an established brand

Sony in Europe needed support in developing a strategy for green products. They were keen to understand much more about the expectations of the European consumer when it came to both labelling and product development, as part of the company’s global plan for sustainability.

There were plenty of potential routes they could go down - from products to help consumers live a smarter, greener life to eco-design standards. What they needed to be clear about was which was more likely to take consumers with them and add vitality to an established brand.

What counts with consumers

To get an insight into what would count, we targeted three specific types of consumer, based on their attitudes to product news: ‘innovation enthusiasts’, ‘experience embracers’ and ‘status seekers’ in five European markets. They were invited to explore six different routes that Sony could take as the main plank of their approach to developing green products.

Taking the lead

Our recommendations gave Sony a strong direction for developing green flagship products. We were able to clarify the leadership expected of the brand and show Sony the potential benefits in involving consumers on their journey to sustainability.