Manufacturers are shouting about sustainability. But why aren’t consumers listening?
New research suggests consumers are increasingly apathetic when it comes to sustainability. So how can manufacturers adapt their marketing message to get the consumer back on board?
How much do consumers really care about sustainability?
Spoiler alert: not much.
In a recent study on consumer behaviour by Ogilvy, a whopping 74% of people said that a product marketed as sustainable would have little to no effect on their purchase decision.
This little nugget of information will probably come as some surprise to manufacturers in the design industry, who are currently consumed by implementing (very costly) sustainable practices and shouting about how hard they’re trying to implement sustainable practices.
Even if a manufacturer is genuinely implementing sustainable initiatives into their business, the associated marketing message can quickly end up in an ego trip about how much they care about the environment, which can often take an unfortunate detour into the realm of greenwashing.
With all the information about eco-friendly, green, circular and sustainable practices out there, it probably comes as no surprise to learn that the average consumer is getting a little fatigued. This is perhaps best reflected in the results of another recent study, in which 80% of consumers said that they didn't trust the information provided on sustainable furniture.
If this information is truly reflective of the reality of the market, it’s a big blow to the credibility of sustainable practices in the world of design. After all, the stakes are high: if manufacturers can get their messaging right, it will benefit both their brands and the planet.
So, with this in mind, how can manufacturers adapt their marketing message to make sustainability more appealing to the consumer?
Making sustainability credible again
Ogilvy’s study also concludes that the consumer could potentially be influenced by a product’s sustainable tag, providing that it is marketed to appeal to the consumer’s selfish motivations.
In simple terms, this means that a product marketed as sustainable must have a clear benefit for the planet and the consumer.
If manufacturers are to get this messaging right, they’re going to have to step up their marketing game significantly - or risk alienating the consumer in the long term.
Here’s three real world examples which demonstrate how manufacturers could use a sharpened copywriting approach to tweak their marketing message accordingly.
Example one:
‘This fabric is made from recycled ocean-bound plastic waste off the coast of Thailand’
Problem: It’s impressive that recycling plastics into fabrics is now technically possible. But a new kind of fabric produced using reclaimed and recycled ocean plastic has no immediate personal benefit to the consumer, especially if they are not directly benefitting from the resulting improvements to the local ecology in Thailand. Also, such a fabric isn’t necessarily more haptically or aesthetically pleasing than a non-sustainable equivalent.
Solution: ‘This fabric is produced by reclaiming discarded plastics found off the coast of the Indian ocean. Aside from the ecological improvements to local communities, the material is particularly hard wearing, guaranteeing a long lifespan and increased durability for the user in its intended use.’
Example two:
‘This luminaire housing is produced with a 3D printed recycled biodegradable plant based material composite’
Problem: A luminaire housing produced with a 3D printed recycled biodegradable plant based composite might sound impressive (for the manufacturer), but what real world advantage does this give to the consumer? The material alone will not necessarily make the luminaire better at creating a nice ambience in your living room. And does it necessarily look more attractive than, for example, a metal or plastic housing?
Solution: ‘The circular material of the luminaire housing, which is 3D printed using a recycled biodegradable material, radiates light in a stunning manner, showcasing delicate layers and intricate patterns exclusive to 3D printing. The material's ability to withstand very high temperatures is also beneficial for cooling the light source. This results in using less electricity to power the light, and at the same time, extends the lifespan of the luminaire.’
Example three:
‘This chair is constructed using environmentally friendly, biodegradable adhesives’
Problem: Although you might sit better on a colour you like (Verner Panton), you don’t necessarily sit more comfortably on a chair which uses environmentally friendly adhesives. So what is the tangible advantage here for the consumer?
Solution: ‘Our chair employs eco-friendly, biodegradable adhesives that emit no harmful or toxic chemicals. This ensures immediate and long lasting health benefits for users, enabling the use of the chair in the home or office without concerns about the release of harmful substances.’
The common thread here is this: in thinking one step further, the right wording has the ability to enable the potential customer to unlock the personal benefit associated with a sustainable factor.
A note for manufacturers
It’s very encouraging to see that sustainable practices are being adopted throughout the industry. But, manufacturers, if you don’t adopt a smarter way of appealing to the selfish motivations of the consumer, your sustainable attempts will continue to fall on (mostly) deaf ears.
If there’s one take away from this article, it’s this: you’ve done most of the hard work making a product which is, in some way, sustainable. But please, don’t assume that this will automatically give the product widespread consumer appeal.
Sometimes it might require a little bit more thought, or maybe a bit of assistance from an external consultant or copywriter to help deliver the right marketing message. Get it right, however, and you’ll be miles ahead of the competition.
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