Do you communicate your sustainability* goals to your customer? Which information do you tell them? And how?
In this article I am going to give you my view on how to communicate about sustainability to your customer.
In this article I am going to give you my view on how to communicate about sustainability to your customer.
In January I wrote an article about the way consumers perceive products made with recycled material. It became clear that recycled content is not the first reason why customers buy a product. Which didn’t come as a surprise. There are many more studies that demonstrate sustainability is a nice added value, but not THE reason to buy. However it might make a choice easier between a non-sustainable and sustainable similar product if the customer knows which one is more sustainable.
Most important product aspects
The most important aspects of a product are looks, functionality, quality and price. You need to make something your user likes on these aspects. Maybe even together with the user. Having a good story is important, but it must be a true story. Sustainability as a unique selling point is a difficult one, especially if you want to build a company that lasts. Let me explain:
When sustainability is in your heart, you hope every product/service and way of living is in balance with the earth. You want it to be normal. Sustainability could be part of quality and products/services that are not sustainable do not have good quality. So maybe it is time to act as if sustainability is normal and find a different unique selling point: a reason why people would love to buy your service or product.
The most important aspects of a product are looks, functionality, quality and price. You need to make something your user likes on these aspects. Maybe even together with the user. Having a good story is important, but it must be a true story. Sustainability as a unique selling point is a difficult one, especially if you want to build a company that lasts. Let me explain:
When sustainability is in your heart, you hope every product/service and way of living is in balance with the earth. You want it to be normal. Sustainability could be part of quality and products/services that are not sustainable do not have good quality. So maybe it is time to act as if sustainability is normal and find a different unique selling point: a reason why people would love to buy your service or product.
What to communicate about sustainability?
Do not use sustainability referrals in your company- or product names, like “eco” “fair” or “g re en” (which is actually a colour). Hang a label/hangtag on your item that explains in a few words the added value of your item for human & environment. Just a few words, if people are interested they go to your website. When not all of your products are sustainable because you choose to go in depth with a few items and not to improve your whole range step-by-step: you might consider adding an extra category. For example: bags, cushions, t-shirts, trousers, sustainable items. And add your sustainable bag into both categories. Although I recommend you to integrate sustainability in your core business and see it as improving the quality of your products and services. |
When you have a search function on your website add a search option for sustainable products. Those customers who are interested in sustainability will be able to find it easily. |
Do you need help with your communication?
These experts could help you:
These experts could help you:
www.christinealgera.nl Helps you with formulating your goals and information into a great story for your customers. | www.katcom.nl When you have a great story but you’re looking for the right way to bring your content to your customers. |
* the word 'sustainability' could be replaced by 'eco-effectivity', but most people are used to the word sustainable, which is the reason I choose to work with 'sustainability' for this article.