by Mia Thiele, Leuphana University of Lüneburg, Germany.
Never before have consumers had as much access to information about brands as they do today. Through growing transparency because of digitalisation, consumers can easily gain information about brands online and compare them, reducing firms’ control over their brand perception. Brands need to avoid any mistakes or false promises as these could damage their reputation. The growing sustainability movement has increased consumers expectations even further and made them sceptical towards brands and their credibility as Greenwashing has become a significant issue in recent years. Brands need to develop long-term strategies to convey consistency and keep their reputation intact.
The Australian brand Aesop demonstrates how brands face the growing challenges in the contemporary market, using marketing strategy and marketing mix as well as customer behaviour. Aesop focuses on a selected, value-oriented clientele instead of trying to achieve maximum reach. Their marketing is restrained, relying on visual consistency and word-of-mouth communication more than pressuring marketing campaigns. Aesop uses sustainability as a strategic positioning rather than a marketing slogan. This becomes apparent through openly accessible information about their sustainability practices like recycled packaging materials and its performance in sustainability frameworks like Net Zero.
Aesop markets its products as plant-based, high-end skincare, body-care and haircare, having a proven record of safety and efficiency. Their prices can be categorised as accessible luxury, underlining the quality and the exclusivity of the brand. Aesop avoids constant discounting, discouraging opportunistic purchases. The brand’s stores are inspired by the culture of their respective locations and are designed by local architects and designers. They are designed in the brand’s signature minimalist style. In a world where online shopping has become normal, Aesop stores offer customers a sensorial, materially grounded experience. The Australian brand’s minimalist and visually consistent communication aligns with the expectations of consumers who prefer subtle brand narratives over aggressive advertising. Aesop’s loyal customers as well as selected influencers provide word-of-mouth marketing, influencing purchasing decisions as consumers tend to trust the opinions and experiences of their peers more than traditional advertising. Aesop educates its consumers through blog posts and teaching consultation sessions in stores, fostering customer trust and enhancing a sense of empowerment in the product selection process.
However, when sustainability becomes a central element of brand positioning, it can blur the line between genuine responsibility and strategic differentiation. Furthermore, its premium pricing strategy may exclude consumers who lack the financial means to access its products.
Marketing has become more complex over the years. It’s less about visibility and more about credibility, consistency and strategic alignment. The case of Aesop shows how brands can navigate these challenges strategically while simultaneously revealing the ethical and social tensions that may emerge in the process.
