AINOA KNOWLEDGE BASE FOR BRAND GROWTH

Discover the power of expert perspectives in driving brand evolution. Our blog offers enriching insights into consumer psychology, marketing psychology, all things branding and marketing, behaviour science and latest innovative strategies. Expand your knowledge and fuel your brand's growth journey with Ainoa.

Sustainable Marketing and the Psychology Behind it: How Environmental Values Drive Consumer Behaviour
Consumer Psychology, Greenwashing, Gen Z Marketing Salla Västilä Consumer Psychology, Greenwashing, Gen Z Marketing Salla Västilä

Sustainable Marketing and the Psychology Behind it: How Environmental Values Drive Consumer Behaviour

Brands that understand the psychology behind sustainability don’t just look good—they perform better. From higher margins to stronger loyalty, the returns are measurable.
Millennials and Gen Z are driving this shift, with values-led spending power exceeding £2.4 trillion.

Are you missing the real drivers behind why the next generation buys?

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Patagonia’s ‘Don’t Buy This Jacket’ Campaign: The Gold Standard of Authentic Marketing
Greenwashing, Authentic Marketing, Empathetic Marketing Natalie Gustafsson Greenwashing, Authentic Marketing, Empathetic Marketing Natalie Gustafsson

Patagonia’s ‘Don’t Buy This Jacket’ Campaign: The Gold Standard of Authentic Marketing

Imagine running an ad that tells customers not to buy your product—and watching sales skyrocket as a result. Patagonia's audacious "Don't Buy This Jacket" campaign did exactly that, proving that authentic values can be more powerful than any sales pitch. While competitors chased greenwashing trends, Patagonia built unshakeable customer loyalty by actually meaning what they said about sustainability.

What would happen if your brand had the courage to put principles before profits?

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