Health and green-minded consumers are demanding brands and retailers offer sustainable products and services. Yet the idea of sustainability itself elicits complex, and even conflicting notions. Most of us identify with the environmental aspects of sustainability that relate to earth friendly, energy conservation, and carbon footprint, but increasingly, social, eco-economy and other facets of corporate responsibility are also being considered.
As brand marketers respond to the concerns of eco-minded consumers, they’re turning their efforts to communicating programs such as organic, Fair Trade, cruelty-free, and locally sourced. These concepts are gaining traction with more mainstream customers, contributing to the marketplace shift toward sustainability. However, this crowding of messaging and branding may cause more confusion than clarity.
Our Market Research: What are sustainable shoppers looking for?
Through our market research we sought answers on how to simplify and scale sustainability without losing meaning or relevance. We included a range of consumers in our study representing shades of “green” weighted towards “core” sustainability shoppers. The opinions of this leading edge sustainability segment are shaping current business practices and development as well as the attitudes of mainstream consumers of the near future.
We looked to identify which factors characterized as sustainable carry the most weight with these shoppers, as these elements have the highest likelihood of influencing purchase decisions and fostering comprehensive change. We also wanted to understand how best to communicate sustainability in order to eliminate the confusion that may be limiting acceptance.
We believe that sustainability is destined to represent the same or greater purchase-driving significance as today’s organic/natural designations or nutrition labels.
The purpose of this study was not to create a universal sustainability score, but rather to inspire stakeholders to come together to create it and influence what it might look like.
One Green Score for One Earth: Insights into the sustainable purchase decision
One Green Score for One Earth is the first in a series of sustainability research white papers Ryan Partnership® and Mambo Sprouts® Marketing will publish to assist brand marketers and retailers in communicating sustainability to consumers.
We believe that sustainability
is destined to represent
the same or greater
as today’s organic/natural
designations or nutrition labels.