Engaging Consumers for Behavior Change
•
3 likes•508 views
The document discusses engaging consumers for behavior change through green claims. It notes that while green is appealing, it may not drive purchases on its own. There are 4 problem areas with green claims: information overload, green products seen as less effective, less relevance at point of purchase, and high consumer expectations. The document provides 4 tips for more meaningful green claims: be specific about what is green, put the key benefit first then the green benefit, make the benefit relevant, and avoid jargon. Green claims should fit a brand's story and fundamentals.
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Engaging Consumers for Behavior Change
Similar to Engaging Consumers for Behavior Change (20)
More from FIG or out
More from FIG or out (20)
Recently uploaded
Recently uploaded (20)
Engaging Consumers for Behavior Change
- 1. Sourabh Sharma Founder: FIG.or.out @sssourabh talktome@sssourabh.com Engaging Consumers for Behavior Change
- 2. 3 billion Google search results
- 3. Green is appealing… … but not necessarily to the degree of purchase $
- 4. Claim: “a statement that promises value to the consumer and is designed to drive consumer choice.”
- 5. 4 problem areas with green claims !
- 7. 2 Green products are perceived to be less effective
- 8. 3 Less relevant at point of purchase
- 9. 4 Yet, consumers have high expectations 1/3 of consumers look to product labeling for environmentally friendly evidence, expected to reach 98% in 5 years.
- 10. 4 tips to make green claims more meaningful
- 11. 1 Be specific to what the “green” element applies to ingredients packaging processes
- 12. Specify benefit on pack, brainstorm sustainable efforts for other campaigns
- 13. 2 Put the key benefit first … then articulate the green benefit
- 14. 3 Make the benefit relevant Non irritating for skin because it is made with vegetables oils Good for the planet and made with vegetable oils that are better for your skin
- 15. 4 Avoid jargon
- 17. Green claims and sustainability should fit into the brand story All brands must be true to their roots Fundamentals
- 18. connect Engaging Consumers for Behavior Change Sourabh Sharma Founder: FIG.or.out @sssourabh talktome@sssourabh.com
Editor's Notes
- Three billion Google search results for the phrase “going green” easily validate that sustainability is a vital area for marketers. But hidden in this volume is also the undoing of the phenomenon, for despite its apparent importance, it has reached a stage of being overwhelming and cliché. Furthermore, consumers are becoming savvy to disingenuous attempts to “green wash” a brand or product.
- Three billion Google search results for the phrase “going green” easily validate that sustainability is a vital area for marketers. But hidden in this volume is also the undoing of the phenomenon, for despite its apparent importance, it has reached a stage of being overwhelming and cliché. Furthermore, consumers are becoming savvy to disingenuous attempts to “green wash” a brand or product.
- A claim is a concise statement that promises value to the consumer and is designed to drive consumer choice, and there is only a split second to convince shoppers to buy their products. This means that marketers now have the additional responsibility of convincing shoppers that a brand is environmentally friendly – as well as able to successfully deliver on the promise of what the product is designed to do. Some brands have succeeded in creating a large following based on their promise of being natural: Burt’s Bees and Aveda are known for their comforting, low sensitivity and low allergen formulas, which are purposefully natural. However, do consumers seek out companies and products which are sustainable, or is it merely a feel-good benefit?
- Claims that emphasize being environmentally friendly are commonly used in relation to product development. Packaging and recycling related measures such as biodegradability or compostability are related to product usage and disposal, and are common in cosmetics. Further, the blurred distinction between natural, organic and sustainably made products risks pushing consumers into information overload. Consumers are unsure of the difference between, say, a natural versus an organic lotion, let alone understanding the complex story of how the brand supports scarce ingredient harvesters and farmers in partnering nations. What happens when consumers simply want an effective moisturizing lotion, but that benefit is effectively downplayed in comparison to green claims?
- Green products, unlike their synthetically derived counterparts, tend to be perceived as less effective. Past experience, as well as general knowledge, has shown that chemical products deliver better results despite being harmful in the process. Women may love the fact that a lipstick manufacturer has utilized natural pigments, but the resulting limited shade palette may mean that they are likely to switch to synthetic, vibrant hues.
- Shoppers often find green benefits irrelevant at the point of purchase. Saying that your foundation will donate to environmental protection is nice to hear, but consumers will ultimately prefer a foundation that works better. Consumers like to feel as though they are doing their part in contributing to the environment, but brands generally make it unclear how this is possible. Lack of clarity can lead to confusion, and combining this with marketing jargon can lead to distrust. In fact, less than half of consumers trust a company’s green claims. http://www.sustainablebrands.com/news_and_views/articles/survey-finds-consumers-distrust-green-claims
- Green products, unlike their synthetically derived counterparts, tend to be perceived as less effective. Past experience, as well as general knowledge, has shown that chemical products deliver better results despite being harmful in the process. Women may love the fact that a lipstick manufacturer has utilized natural pigments, but the resulting limited shade palette may mean that they are likely to switch to synthetic, vibrant hues.
- Be specific Distinguish what the green claim applies to: the product via its natural ingredients, the company’s practices of sustainable processing, or the packaging made with effective recycling or decomposition. Relaying this message specifically is critical to engaging consumers. Saying something like “100% natural ingredients and 50% post-consumer recycled packaging that reduces global warming gases” may sound direct and specific, but has shown to be a weaker driver of purchase than focusing on one strong message. Ideally, a brand should not convolute the meaning by aiming for an all-encompassing message. Rather, leveraging natural ingredients works well (e.g., Kiehl’s and Burt’s Bees) as does building a strong, clear image of a brand identity, like The Body Shop.
- Be specific Distinguish what the green claim applies to: the product via its natural ingredients, the company’s practices of sustainable processing, or the packaging made with effective recycling or decomposition. Relaying this message specifically is critical to engaging consumers. Saying something like “100% natural ingredients and 50% post-consumer recycled packaging that reduces global warming gases” may sound direct and specific, but has shown to be a weaker driver of purchase than focusing on one strong message. Ideally, a brand should not convolute the meaning by aiming for an all-encompassing message. Rather, leveraging natural ingredients works well (e.g., Kiehl’s and Burt’s Bees) as does building a strong, clear image of a brand identity, like The Body Shop.
- Put the key benefit first, then tie “green” to it A claim must be centered on something important to consumers and make a clear value promise that will drive purchase. An emphasis on sustainability may not be as motivating to consumers, but green claims are not generally rejected outright. This provides an opportunity for marketers to make green claims more meaningful by tying the green element in with a key benefit of the product. Rather than saying “All of our ingredients are naturally sourced to ensure a better tomorrow,” a corrective skin care product can more effective layer this message into a clear value promise. Something along the lines of “Reduce skin blemishes using only naturally sourced ingredients” is more effective because it messages around the element of being environmentally friendly while still addressing the core concern of the consumer: reducing skin blemishes. In this manner, a marketer can promise the consumer a key benefit while ensuring the brand is seen as environmentally friendly.
- Make it relevant Ultimately, consumers want a product that works. Even for something as simple as an anti-dandruff shampoo, the consumer is more likely to be driven to purchase a product that claims to prevent flakes than one which emphasizes less split-ends, as it better addresses their core concern. This simple principle can also be applied to green claims. Clearly articulating the benefit is necessary as statements must be prominent and understandable, leaving no room for alternative interpretation. Take the example of a body wash: Instead of saying: “Good for the planet and made with vegetable oils that are better for your skin,” a message such as “Non-irritating for the skin because it is made with vegetable oils” will resonate better. The latter statement more clearly articulates how the natural element will functionally benefit the consumer, thus making it more relevant.
- Avoid jargon Especially with regard to green claims, it is important to avoid using jargon in a marketing claim. On such a sensitive issue, the use of jargon can alienate consumers and lead to the feeling of distrust that is so prevalent with these types of claims. Sustainability in particular is often cited as a reason to like a green claim, but only when the word itself is implied rather than explicitly stated. Consumers have heard the word “sustainable” so much, often with few results from the companies promising it, that it has become a cliché. Including it in a claim is neither unique nor is it motivating.
- Saying that a toner can provide “Hydrated, enriched skin with natural minerals and rosewater” can be interpreted as the brand doing something right in the direction of sustainability. With this in mind, marketers should do their best to avoid jargon that leads to feelings of distrust. It is more effective to allude to being environmentally friendly by describing how a product’s green elements support product benefits.
- The process of writing brand or product claims can be tricky since there are many messages to relay to consumers, but very little space in which to do it. While it is always recommended to focus a claim on a key benefit or value promise, there are also situations in which being environmentally friendly, given its growing importance in the world, is useful. Ultimately, a brand must be true to its roots and consistent with its brand legacy in order to make “green” claims work to its benefit.