As a company who commits to working in an eco-friendly manner, you have probably noticed that selling sustainable products is harder than you imagined. Although there is an abundance of surveys revealing that consumers pay attention to green credentials, there is one factor that greatly influences their purchase: perception.
As much as they are concerned about the environment, a lot of people believe that sustainable products are far less effective yet more expensive. As a result, their qualifications on green products are not met, leading them to purchase the regular version instead.
But, amidst these challenges, a 2015 study has revealed that the consumer attitude towards sustainability is still reaching an all-time high.
The Increasing Consumer Interest in Eco-Friendly Companies
In a 2015 report by the Natural Marketing Institute (NMI), both consumer awareness and attitude toward green brands have reached its highest percentage of all time. It revealed that about 85% of the US population are adopting sustainable practices at least to some degree, while 22% of them are considered to follow an eco-friendly lifestyle religiously.
It only means the problem is not to be blamed to the consumers but to the lack of assurance that sustainable products are of good value and match their lifestyle changes. So, how will you position your brand in a way that it will appeal to the green generation? In this article, Green Courier, a leading courier in the UK enumerates the ways.
5 Ways to Effectively Appeal to the Eco-Conscious Consumers
- Be Authentic
If you’re looking to establish a relationship with eco-conscious consumers, the first rule of thumb is to practise what you preach. Most consumers today do their research before buying, so it’s crucial to make your commitment to sustainability public and true to your actions. For an instance, if you’re devoted to reducing waste, you should consider swapping your paper transactions to online versions.
- Provide High-Quality Products
Most consumers are willing to pay more for products that give them the best value for their money. It only means that even when you spend more on sustainable materials and organic ingredients, you can be confident that you will profit from your investment. By committing to stock from local suppliers, you also support your own economy thus, a further win-win situation.
- Comply with the Green Guidelines
In order to be specific with your initiatives, you also need to ensure that your environmental benefit claims go in line with an established policy. In the US, the Federal Trade Commission (FTC) has imposed a comprehensive guideline designed to help you ensure that your claims are truthful and non-deceptive.
Take note of the following guidelines to determine whether your brand is truly implementing eco-friendly strategies:
- Your product and services are free of toxic materials and of properties that can deplete the ozone layer.
- Your products and services are reusable over the long-term.
- Your products are manufactured from recycled materials or in a sustainable manner.
- Your products are recyclable.
- Your packaging is sustainable and biodegradable.
- Your business processes don’t use excessive materials.
- Invest in Community Support Activities
Supporting your local community is also an integral part of your green marketing. It is an obvious way to prove your commitment to both environmental and social issues – and, there are many ways to establish philanthropy for your brand. Aside from donating money to a cause, you can also volunteer a time to attend and participate in a community event.
- Tell Your Story
Once you’ve established these ways, all that’s left to do is to let the audience know of your green changes. Consumers will be expecting a great deal of transparency from your brand and the best way to satisfy this need is to give them all the information they require – regardless whether it’s good or bad for your reputation. This is how brands become successful green businesses.
As long as you stay true to your word and follow these tips, you can be confident to attract a generation of green customers.
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Micah de Jesus is the SEO Director of Growthscout SEO Services, a digital marketing firm in Quezon City that caters to the online marketing needs of clients in a range of industry, including public relations, marketing, logistics and more.
Green Courier is an environmentally friendly courier service in London. Being the leading Carbon Balanced supplier in the rapid dispatch industry, the company is committed in promoting sustainable solutions for the market and is always looking for ways to reduce its impact on the environment.