In Case Study $11,$ we saw an example of an environmentally friendly brand where the founders of the brand were sharing examples of how responsible their business is and how they are protecting the environment in a better way than other brands. Which of the following strategies would best guide their marketing campaigns? $[$You can choose more than one option.$]$

Group of answer choices

Target consumers with high concern for the environment so as to build a strong consumers base with similar values.

Upward comparison with other brands who are working in a much effective way than themselves in protecting the environment.

Downward comparison with other brands which are not as sustainably oriented as they are.

None of the above.