How to Sell Sustainability
Sustainable products are the future.
They’re better for people, animals, and the planet – and increasingly, consumers are asking for them.
In surveys, consumers prefer sustainable products. But in practice, consumers don’t put their money where their mouth is.
Often, consumers will “prefer” a sustainable product, but end up buying a different one.
Why is getting consumers to buy sustainable products so hard?
What’s in it for the consumer?
Sustainable brands must answer the question, “What’s in it for the consumer?”
It’s not the fault of consumers that they’re not purchasing more sustainable products. Consumers have all the right values and preferences – it’s the actual value offered by sustainable brands that needs more attention.
Think about the last time you saw an ad for a sustainable product. What did it say?
Most ads for sustainable products mention the terms “eco-friendly,” “better for the environment,” “biodegradable,” or “compostable packaging” without ever mentioning what their product will actually do for the customer.
The essence of good marketing is this:
Clearly illustrate how your product will take the customer from their current self to their desired self.
When you exclusively focus on how “eco-friendly” your product is, you’re only illustrating how your product benefits the planet, not your audience. This mindset misses the mark: Who are you selling to? The earth, or the customer?
Eco-conscious consumers want to experience a transformation from your product – for instance, they’ll be healthier, they’ll have more money, they’ll feel more safe.
You must highlight the transformation your product will provide – showing how your product is better for the person, too – not just for the planet.
If you don’t, your well-intentioned business will continue to struggle against the status quo.
Turning barriers into benefits
As you turn your focus to how your product takes the consumer from their current self to their desired self, you must consider the barriers to and benefits of your product.
Barriers for sustainable products can include higher prices, a lack of information about how the product works, misled consumer beliefs about sustainable products being less enjoyable, etc.
For example, a barrier to buying an electric vehicle could be the belief that long distance travel is difficult due to short battery lives.
Benefits of sustainable products can be functional, social, or emotional.
For instance, driving an electric vehicle can come with functional benefits (less money spent on gas, ability to recharge at home, etc), social benefits (being a part of an enthusiastic electric-car community, being seen as more eco-conscious), and emotional benefits (feeling better about not polluting, feeling more secure because of safety features).
When you remove these barriers and emphasize the real benefits of your sustainable product, you’re making a truly valuable offer to your customers.
If the benefits of your product are not communicated clearly, it’s time to go back to the drawing board and ask: How can our product provide our customers with a TRULY valuable experience?
A few questions you can ask yourself to highlight value include:
Can sustainability enhance or hinder performance?
Can sustainability improve or worsen quality?
Can sustainability strengthen or weaken their sensory experience?
Can sustainability heighten self-worth, or add guilt?
Can sustainability make them seem more or less desirable in others’ eyes?
Can sustainability offer community and a sense of belonging, or isolate them?
You’re needed now more than ever
In a survey of 1000 people in the US and UK, nearly half of respondents said that most brands make it harder for them to be environmentally friendly in their life, not easier.
And yet, in the same survey, almost 90% of respondents said they would like brands to help them be more environmentally friendly and ethical in their daily lives.
As a sustainable brand, you’re needed now more than ever.
The shift is coming, but it’s your job to show up for your customers effectively.