If you’ve ever been stuck in the middle, you know that it’s not fun.
While sustainability and water savings is a highly researched topic within Kohler Co., applying the research can be a complicated (and sometimes confusing) task. To make matters worse, quantitative research often ranks environmental issues like sustainability near the bottom of the importance list. At times, the research has even been used as an internal weapon to demonstrate that consumers don’t really care about the environment.
Qualitative research, however, suggests that consumers do care and, in fact, make an effort to protect the environment. Plus, they will judge your organization on whether or not they contribute to saving the planet.
If you’re stuck in the middle, how do you reconcile contradicting information to create a brand narrative that is true to both your strategy and your customers?