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January 20, 2020
Five areas sustainability will keep you competitive.
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Globally the signs are clear: consumers say they are concerned about sustainability and the long-term health of the planet. And they are beginning to actually manifest shopper choices that suggest they mean it and expect brands to take responsibility. And brands are investing in all aspects of sustainable product development and go to market strategies. But a Harvard Business Review article, from 2019 details the conundrum of “the Elusive Green Consumer” – well-meaning shoppers who don’t make sustainable choices, often because they are simply not easy.
How can we help move consumer intention to shopper behavior, when it comes to the fast-paced environment of FMCG goods?
The article reports a cautionary statistic, “… a frustrating paradox remains at the heart of green business: Few consumers who report positive attitudes toward eco-friendly products and services follow through with their wallets. In one recent survey, 65% said they want to buy purpose-driven brands that advocate sustainability, yet only about 26% actually do so.”
In our own research, we see that shoppers claim they want to do good, but if we look purely at the behavior in context, in our studies we observe that shoppers are often not ready to compromise on core drivers that are more visceral. Our studies for clients reveal discrepancies that lead even the most environmentally committed consumers to make unsustainable choices at that check-out line.
But there are areas for brands to consider that can help them realize competitive advantage by making sustainability (and their products) the easy choice:
Behavioral science teaches us that we have many Drivers of Influence on consumer choice. Evaluating products and how they manifest in the shopper experience through a behavioral frame in-context can help brands meet consumer expectations for sustainability and realize the return commensurate to their investment. At PRS IN VIVO, our research on sustainable packaging focuses on these key areas to guarantee better business outcomes for brands.
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The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.
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