You may have noticed that there is growing interest in sustainable products. And in fact, new research from the World Federation of Advertisers confirms that 88% of customers would like brands to help them be more environmentally friendly and ethical in their daily lives.
But people don’t always buy the most sustainable products. So why is there a gap between intention and buying behavior?
A recent report on Selling Sustainability from Futerra and Business for Social Responsibility (BSR) suggests that one possibility is that marketers need to change how they talk about sustainable product benefits. Because, often, product messaging focuses on how environmental or social features benefit the planet and society, but not the customer. Environmental performance may have been the driver for the product design process. But the marketing message must focus on the customer. In other words, how does design-for-environment increase value for the customer?
Bringing the marketing message closer to home with a clear, personal value proposition is powerful. It is Marketing 101: What is in it for the customer?
Customers seek a value proposition that minimizes problems and increases benefits resulting in a net positive outcome. Therefore, it is essential to link sustainable products to personal needs. For example:
- Practical Needs – How will this sustainable product save customers time and/or money, or does it offer improved quality and performance?
- Social Needs – Will having or using this sustainable product offer customers increased physical comfort? Make them happier? Add to their sense of self-worth?
- Emotional Needs – Will having or using this sustainable product make them look cool? Or smart? Or become sharable content?
Further, the report found that potential customers may be more or less receptive to these 3 types of messages at different times of day:
- Practical Messaging – deliver these messages in the morning.
- Social Messaging – deliver these messages when people are at work, stores, or with family.
- Emotional Messaging – deliver these messages in the evenings.
