The main challenge from our client was to communicate not only to its traditional target audiences but also new audiences sensitive to sustainability issues impacting our client’s business. To start with, Research for Purpose helped this global company identify a set of core sustainability impact its business. Then, using our digital and non-digital analytics capabilities, our team identified, and categorized groups of people engaged in each sustainability issues. The resulting personas were further analyzed according to their interest, probable sentiment towards our client and other publicly available data. Lastly, we proposed strategic guidance on how to communicate to each new audiences identified during this project.