With the urgency for businesses to innovate to meet net zero goals, 33_Zero will assist clients in understanding and engaging with the Gen Z and Millennial audience – those who have the most influence in driving the ‘normalisation’ of sustainable practices. By refining clients’ propositions, brand positioning, and long-term communication planning, 33_Zero will help them succeed in an environment where sustainability is paramount.
To mark the launch of 33_Zero, 33Seconds commissioned a new research study through its TikTok eco-brand, Earthtopia, one of the biggest eco-communities on the platform with over 287K+ followers. The qualitative and quantitative study interviewed some of its community members, and through its research partner, Untold, surveyed 1,000 UK and 1,000 US 16-40 years to ask how sustainability affects their purchasing decisions.
The research, entitled ‘A Window on Net Zero Culture’ reveals that although 70 per cent of Gen Z and Millennials are engaged and making small changes to their lifestyle, they are struggling to trust brands’ claims about sustainability. 50 per cent do not believe that companies’ claims are genuine and 46 per cent find it challenging to determine which brands are genuinely sustainable, while only 35 per cent believe that brands are working hard to be more eco-friendly.
Heading up 33_Zero is 33Seconds’ Strategy Partner, James Poletti, who brings a wealth of comms, digital and brand consultancy experience, including as strategy lead for Hyundai’s Ioniq and its EV and autonomous future brand planning. He also orchestrated the proposition and brand for 33Seconds’ client, cultivated meat start-up Ivy Farm Technologies, helping them tackle one of the most intractable behaviours behind climate change.
James Poletti, Strategy Partner, 33_Zero, said: “Embracing net zero is not a choice but a necessity and will be the biggest capital reallocation in history. 33_Zero provides strategic guidance to businesses in a world where the old rules are being shaken up by new propositions responding to this opportunity. We want to see innovations succeed and for this to happen they must have the potential to be normalised within culture.
“33Seconds already has a great legacy working with businesses in this space, as well as an on-the-ground understanding of how net zero is reshaping attitudes and behaviour, so launching 33_Zero here makes a lot of sense.”
33Seconds has long been established in the climate & sustainability sector, having worked with environmental organisations such as WWF and Greenpeace, climate-tech startups like Ecologi and Ivy Farm and large organisations looking to bring sustainability into the forefront of their communication, like Nike, Sky and Vauxhall Motors.
Alice Regester, co-founder and CEO of 33Seconds said: “We recognised a need for a strategy consultancy that addresses the significant challenges brands and tech companies face in navigating the net zero landscape and which guides them to effectively communicate their proposition to the most influential audience. Our approach brings the expertise and services of traditional brand consulting – minus the inefficiencies – into an environment that really understands this audience. And for businesses that need to move quickly, our long history of creative execution across social media and PR means direct impact from strategy to execution.”
To download a free copy of the ‘Window on Net Zero Culture’ report, please go to 33_Zero.