Sustain-a-Claims: Elevating Sustainable Marketing Strategies for amika
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Date
2024-12
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Abstract
amika is a haircare brand committed to enhancing sustainability through clean ingredients, friend to all philosophy and refillable packaging program. In the fall of 2024, amika partnered with EEDS (Environment, Economy, Development, and Sustainability) capstone students to enhance amika’s visibility and communication of sustainable efforts to their consumers. This project included three objectives: the development of a peer survey on sustainable marketing claims, an analysis of amika’s existing impact landing page, and an analysis of competitor brands’ social media, sustainability initiatives, and impact page designs. The peer survey provided valuable insight as to how students at The Ohio State University's Columbus campus interpret sustainability marketing claims, including which claims make consumers more likely to pay for a product. This study conducted a thorough review of competitor brands’ social media platforms and existing sustainability communications that revealed amika is an industry leading sustainability brand. Some suggestions were crafted based on other B-Corporation Certified impact pages and the feedback garnered from the peer survey. These insights will help amika restructure their marketing efforts to reach a wider Gen Z audience and ensure their Impact Landing Page effectively communicates sustainability initiatives. To better integrate sustainability into the brand’s marketing, amika should combine product sustainability claims with ingredient and product efficacy information to highlight sustainability alongside the functionality of products. Additionally, creating claim banners on the product website pages to frontload sustainability information to consumers could enhance awareness for consumers. These recommendations will lead amika into the next phase of its marketing strategy, ensuring that “Sustain-a-Claims” becomes a core aspect of the brand's connection to consumers.
Description
Course Code: AEDECON 4567
Keywords
amika, sustainability, marketing, claims, haircare