In a circle filled with sustainable brands and ethics, it is easy to imagine that everyone takes our current environmental issues very seriously. I was reading an article today about sustainability and its importance in marketing. That’s where I discovered a section that made me truly sad.
“It is clear that consumers care about the climate, but they are not willing to sacrifice in other areas to buy sustainably. According to new research from Getty Images, which surveyed 10,000 people globally, 81% see themselves as eco-friendly but just 50% say they only buy products from brands that try to be eco-friendly.
It gets worse. The research also found that while 92% of respondents believe the way we treat our planet now will have a large impact on the future, 48% also say that although they know they should care more about the environment through their purchasing habits, convenience takes priority.
It also found 84% of UK consumers say that being environmentally friendly is important to them, yet 68% cannot name a single environmentally friendly brand.”(1)
There are a plethora of environmentally friendly brands out there, yet people don’t know about them or don’t care enough to take the extra steps necessary for purchasing them. Living in our own little sustainability bubble, where everyone recycles and makes choices based on more than just convenience is lovely, yet unrealistic.
Hearing statistics like this can be quite daunting.
Marketing has a big part to play in the fight against global warming. The average person is not willing to drastically change their lifestyle just because it’s sustainable. At this point, environmental issues aren't something a small group of people can fix by themselves.
No one really wants to be advertised to. Most marketers are taught to solve people's problems. The masses need to be activated, but how do you make someone care about a problem which they can’t even fully fathom quite yet?
Most people don’t go about their everyday life thinking about the fact that CO2 emissions are rapidly rising. However, they might be thinking about how they keep forgetting to buy plastic wrap and that it’s annoying when it gets bunched up while pulling it off of the roll. This is the ideal customer to market beeswax food wraps to. Since you can keep reusing them the repeat purchase issue disappears and so does the bunching of cling film since the beeswax wraps are out of a sturdier material. To most consumers sustainability is just a bonus.
The true effects of global warming are hard to actually understand in the same way most people couldn’t actually imagine having a billion dollars.
Environmentally-friendly brands need to find ways to be desirable beyond their sustainability because sadly that isn’t enough yet.
The internet has given people access to many wonderful things simplifying the shopping process. As the referenced article says people won't go out of their way to take any extra steps. So what can you do to bring your products closer to the average consumer?
Be where your clients are.
The biggest mistake people make while choosing a platform to use is choosing the platform they personally enjoy and not the one their target demographic uses.
2. Find your relatability.
The age of big scary companies is over. Brands that have managed to connect to their clients in a humane way are thriving. At the end of the day business owners are just people too.
3. Speak to them in a language they understand.
Technical jargon is great between professionals, however, for the regular user, it's offputting and intimidating.
4. Make your sales funnel as simple as possible.
Convenience is key. With so many other options people aren't exactly keen to do a lot of extra work to obtain a product even if they like it. Check how many clicks it would take a person to buy your product and minimize it.
Source: https://www.marketingweek.com/brands-sustainability-convenience/
Let's stay sustainable,
Eliine
Co-Owner
hello@rebanemarketing.com
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