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Despite many politicians opposing climate finance, and some denying climate change entirely, a survey of 2,700 Americans found that people have been shown to buy and pay more for products with sustainability messages than for products with sustainability messages. When will that leader catch up?
Given the insistence of our leaders (and they are not alone) to ignore the climate crisis and the public's refusal to connect what we eat to climate change, Americans have a reputation in many quarters. It might be bad.
But there are two sides to every coin, and a recent study from New York University's Stern Center for Sustainable Business (CSB) found that Americans' sustainability habits are no exception. was found to grow twice as fast as commercially available products. Traditionally, he sold at a 28% premium.
CSB partnered with Edelman and nine brands in apparel, food and beverage, technology, home products and personal care for the study, which explores how core product attributes and sustainability messages influence customer purchase intent. I tested it to see if it would respond. Overall, category claims (e.g. 'tastes great') are very important and non-negotiable, and adding sustainability messages to these will extend your brand's reach. can do.
Consumers demand quality first
Americans responded most positively to messages that talked about personal health benefits (for themselves and their families), personal financial savings, and impact on their immediate world and surrounding communities. Claims about animal welfare, supporting local farmers and 100% sustainable sourcing also performed well.
But such messaging works best when aligned with core attributes. Product quality is key. “No one wants to buy a laundry detergent that doesn't clean well, even if it's sustainable,” write researchers Randy Kronthal Sacco and Tenzi Whelan. People first want to know if the brand offers the benefits of the products they buy (whether detergents clean clothes well, lotions moisturize skin properly, or food products whether it is delicious or not).
Research shows that focusing on these core attributes alone is appealing to 44% of people, but adding two sustainability claims on top of that increases attractiveness by 24 to 33 percentage points, and across nine brands. It was found that an average of 74% of people found it attractive. In that sense, the most persuasive marketing claims might be “good for your skin and good for the planet” or “100% sustainably grown and great taste.”
Interestingly, consumers were less interested in the scientific reasoning behind a brand's eco-claims unless it tied to a personal reason they cared. For example, “reducing air pollution” would be prioritized over “reducing air pollution so we have cleaner air to breathe.” The same goes for recycled packaging. Unless the packaging is 100% recycled, these attributes won’t resonate with people without additional factors such as “microplastic-free packaging for human and ocean health.”
People from all walks of life in the United States are looking to purchase products that improve their quality of life from a sustainability perspective, especially when it comes to themselves, their families, and their communities.
Green gap?
We talk a lot about greenwashing. Companies claim to be environmentally friendly, but it turns out to be just a facade. But how does that work when it's the public's turn? Is there a “green gap” between what consumers say they buy and what they actually buy? Or?
CSB partnered with insights firm Circana to evaluate barcode data for 250,000 products in the consumer packaged goods (CPG) category dating back to 2013. The analysis found that sustainably sold products accounted for only 17.3% of his total sales of CPG products. It is responsible for 30% of the sector's overall growth.
In fact, one in every two new everyday products sold in 2021 included one or more sustainability attributes. In areas such as dairy products, yogurt and toilet paper, more than 60% of his products are sold with eco-claims. Sustainable market share continues to grow, but deficits are widening for conventional products.
population gap
CSB points out that in widely available categories, all demographics buy sustainable products, but there are differences in who buys and how much. For example, younger consumers value green purchases just as much as higher-income, educated, and urban dwellers.
Generation X, middle-income, and suburban and rural Americans are also more likely to buy products with sustainable claims. However, due to cost and availability constraints, people with lower incomes and education levels (e.g., only a high school education) and retirees are less likely to purchase these products. But the researchers added: “As these products become more available and premiums fall, purchases from these groups are likely to increase.”
They believe that most Americans buy products that are healthier, save money, protect their children's futures, improve animal welfare, support local farmers, and are 100% sustainably sourced. I conclude that I want to. “Consumers don't think of it as a political position; our research shows that Americans are sticking to that purchasing intent,” Whelan and Kronthal-Sacco wrote.
“Every leader who is thinking twice about sustainability because it is ‘divisive’ needs to know this. If you communicate sustainability in the right way, it will be your political party, It appeals across incomes, genders, education levels, and age groups,” Edelman said. CEO Richard Edelman. “Sustainability is an amplifier, and when brands embrace it, they can dramatically increase growth and trust.”
“The sustainability impact is real and helps brands reach and engage more people,” Kronthal-Sacco added. “We hope this will spur brands and marketers to take action and put sustainability at the core of their business strategy, innovation and communications.”
Another group that needs to be mobilized is the people who run the country. With a presidential election coming up next year, and with greenwashing and climate change in the spotlight more than ever (and rightly so), governments need to counter misleading eco-claims and encourage companies to act on the climate. We need to provide a framework for doing better with climate change. consumer.
