The modern consumer is increasingly aware of sustainability issues. However, while 63% of consumers expect brands to lead the charge on sustainability, fewer are actively seeking sustainable options. This discrepancy stems from various factors. Consumers often perceive environmental issues as less personal compared to immediate health or financial concerns. Additionally, there is a widespread belief that sustainable products are more expensive, which makes value for money a higher priority in today’s economic climate.
Confusion and scepticism about what truly constitutes a sustainable product can leave consumers feeling overwhelmed. The abundance of “green” labels and claims can muddy the waters, making it difficult for individuals to discern the real impact of their choices. The complexity of modern life discourages many from adopting green options that require significant lifestyle changes. Brands need to address these concerns to make sustainable choices more accessible and appealing.
Making the right choice easy
One effective strategy for encouraging sustainable consumer behaviour is designing ethical defaults. This means creating product journeys where the most sustainable option is the easiest choice. For instance, companies can price their sustainable products competitively and highlight their long-term value. By making the ethical choice the path of least resistance, brands can significantly increase the adoption of sustainable products.
Additionally, simplifying the consumer decision-making process can help. Clear, transparent labelling and straightforward communication about the benefits of sustainable products can reduce confusion. When the sustainable option is the default and requires less effort to choose, consumers are more likely to opt for it.
Linking sustainability to personal benefits
To bridge the gap between consumer expectations and behaviours, brands should link sustainability to personal benefits. While the environmental impact is a compelling reason for some, many consumers are more motivated by immediate, tangible benefits such as health, convenience, and durability. Highlighting how sustainable products can improve personal well-being can make these options more attractive.
For example, a brand might emphasise that its eco-friendly cleaning products are free from harmful chemicals, making them safer for families. Or, a company could focus on the durability and long-term savings offered by their sustainable goods. By framing sustainability in terms of personal gain, brands can resonate more deeply with their audience.
Building trust through transparency
In an age of information overload, consumers value honesty and transparency more than ever. Brands that embody their values and communicate openly about their sustainability efforts can build stronger, more trustful relationships with their customers. It’s crucial to speak in benefit-led language and avoid coming across as judgemental or preachy.
Instead of guilt-tripping consumers into making green choices, brands should present sustainability as a desirable and attainable lifestyle. Sharing stories of real impact and progress can make the abstract concept of sustainability more relatable. By being transparent about the challenges and successes in their sustainability journey, brands can foster loyalty and trust.
Making sustainability relatable
People are more likely to engage in sustainable behaviours if they feel part of a larger movement. Brands can help customers feel connected to a broader community by demonstrating the collective impact of individual actions. This can be achieved through storytelling, community initiatives, and social proof.
For instance, showcasing customer testimonials and success stories can illustrate the real-world impact of choosing sustainable products. Brands might also organise community events or partnerships that allow consumers to see and participate in collective sustainability efforts. By making sustainability a shared, community-driven endeavour, brands can inspire more meaningful and lasting changes in consumer behaviour.
Practical steps for brands to implement sustainable practices
To effectively encourage sustainable consumer choices, brands need to take actionable steps. First, they should conduct a thorough assessment of their current practices and identify areas for improvement. This might include evaluating supply chains, production processes, and product materials for sustainability.
Next, brands should invest in education and training for their teams to ensure everyone is aligned with their sustainability goals. Collaborating with experts and organisations can provide valuable insights and resources.
Finally, brands should communicate their sustainability commitments clearly and consistently. Regular updates on progress, challenges, and success stories can keep consumers engaged and informed. By taking these practical steps, brands can not only meet but exceed consumer expectations for sustainability, making it an effortless and desirable choice for all.
Carol Wale
Insight Director, FMCG Lead
