One of the growing trends in the business world is the concept of environmentally-conscious products. There are all sorts of definitions available for what counts as being eco-friendly, but most of them agree that the key defining quality of an eco-friendly item is that its production, use, or disposal does not hurt the environment. If you can create these types of products, you may find that your products start selling a lot better.
Why Do Modern Consumers Care About Eco-Friendly Products?
Over a third of all consumers actively select eco-friendly brands over other brands. This trend has been noticeable for a while, and it seems to date back to the first round of environmental interest in the 1960s. Its initial cause is simply that people are becoming more and more aware that traditional methods of production are not sustainable.
As we continue to break new records for temperature highs and diminish natural habitats, many people are becoming concerned about the earth. The average consumer might not be willing to go to a radical zero-waste lifestyle, but they feel like they can help a little bit by selecting environmentally-conscious products. Eco-friendly products are perceived as more natural, so they are also a favorite among those scared about exposure to various toxins and chemicals.
There might be plenty of valid reasons for people to have an interest in environmental friendliness, but one of the biggest causes of the rise in environmental consciousness is simply that it is trendy. People gain social capital by portraying themselves as caring and environmentally-aware individuals who want to improve the environment. Thanks to the trendiness of eco-friendly products, more and more people are starting to select them as a form of status symbol.
How Can You Use Eco-Friendly Features to Appeal to Consumers?
Now that you know the importance of having environmentally-friendly features in your product, it is helpful to learn a little more about marketing these types of products. It is not enough to simply produce an environmentally-friendly product that appeals to consumer demand. You also need to make sure that people are aware of it and explain why it is a good thing for your business to have eco-conscious items. Here are a few tips for getting consumers interested in these types of products.
Make Sure People Know About Your Eco-Friendliness
Surveys of consumers find that they are more likely to select a product if it is clearly labeled as being eco-friendly. The average consumer may not have the time to research various products, so it is important to apply environmentally-conscious buzzwords on your labels and in your marketing. Good words to include are mentions of an item being natural, green, eco-friendly, environmentally conscious, sustainable, renewable, cruelty-free, biodegradable, or recyclable. Work these sorts of words into your eco-friendly packaging, labels, and ads to ensure that people realize your brand provides environmentally-friendly products.
Just saying that a product is green is not enough for the modern audience. Though these types of buzzwords do help in marketing, many people want to make sure you are backing up your claims. Consider sharing information about how your product is made without waste, produced from recyclable materials, or created without certain problematic chemicals. A few numbers and facts make a huge difference in consumer perceptions. You do not have to list paragraphs of information on every label, but consider providing a quick description of the product. Having a website with further details can help to reassure consumers that you actually help the environment.
For example, let’s say you own an environmentally-friendly chicken farm and you want to sell the eggs for a profit. When marketing your eggs, you can put information on the inside and the outside of the egg carton about the quality of the eggs, the care with which the eggs were produced, the recyclable carton and what it is made of, and the happy conditions of chickens on your farm. On your website, you can go into further detail by providing facts and statistics about what your farm does to help the environment, assuring customers that the extra money they spend on your environmentally-friendly product is worth it. Incorporate facts and statistics into a narrative of who you are, what your farm stands for, and what your mission is. Show images or video of your farm and the chickens on it, giving evidence of the humane poultry housing your chickens live in and the healthy diet you feed them.
Appeal to the Right Demographic
Keep in mind that certain demographics, like those between the ages of 18 to 25 and those without higher education, tend to care less about eco-friendly products because they primarily focus on price. You are likely to get more benefits from your marketing if you focus on the groups that like environmentally-friendly things. Research finds that educated individuals with higher incomes who are between the ages of 25 to 34 and 45 to 54 are the most likely to respond positively to environmentally-conscious marketing, and women are more likely to care about eco-friendly products than men. Make sure your advertisements and products are tailored to fit these unique demographics.
As environmental concerns continue to grow, there is more and more benefit to producing environmentally-friendly items. It can take a little more time and effort to set up the manufacturing process for eco-friendly products, but once you get started, the energy savings can actually improve profit margins for your company. When you sell eco-friendly items, you get to help the environment while also improving your business.
Of course, while you might now be planning to improve the environmental friendliness of your business product, remember not to forget to keep up on other aspects that need improvement. You don’t want to forget to keep up communication with customers and to manage your reviews. While this new direction might be exciting (and time-consuming), you won’t gain anything if you don’t keep up with customer service needs. Additionally, make sure that your bookkeeping is not too impacted by this. Keep an eye on your finances, as accounting might be necessary to keep up with all the changes your making to your product. But overall, do not be intimidated by the change you are making, as it is going to be beneficial not only to consumers now, but future consumers as well, since many young people are growing up environmentally aware, and may be even more serious about the impacts of the products they buy than millennials now, or current Gen-Z consumers.
Want some help establishing yourself as an eco-friendly brand? Link Digital knows what to do.