70% of Consumers Say They'll Buy 'Green' Products, but Only 5% Actually Do. That's Due to a Common Marketing Mistake By Eco-Friendly Brands. You have to remember how consumers really make buying decisions.
By Jason Feifer Edited by Frances Dodds
Key Takeaways
- Although consumers say they want green products, they don't respond well to traditional eco-friendly messages.
- Many companies are so focused on the 'greenness' of the product that they overlook the marketing fundamentals.
This story appears in the September 2023 issue of BIZ Experiences. Subscribe »
Eco-friendly products have a problem.
Consumers say they want sustainable products; surveys show that up to 70% are willing to buy them. But only 1% to 5% actually buy them — a serious disconnect.
What's the solution? "That's where marketing comes in," says Edwin Stafford, a Utah State University marketing professor who's studied the sustainability issue for more than two decades.
A growing body of research says we have it all wrong: Although consumers say they want green products, they don't respond well to traditional eco-friendly messages. So if you have something green to sell, you need to think differently about the story you tell.
Here are three ways to do that.
Related: How Sustainable Brands Win Over the Discerning Conscious Consumer
1. Focus on the product.
Decades ago, Philips released a $20 light bulb called the Earth Light. It earned its name: In a time where wasteful incandescent bulbs reigned, the Earth Light was an innovative, energy-efficient, long-lasting bulb that was better for the planet.
But nobody bought it. Why? "I don't buy light bulbs to save the planet," Stafford says, speaking for consumers at the time. "I buy light bulbs to illuminate my room."
Philips started interviewing consumers. They found that environmental concerns were low on their reasons for buying bulbs — and convenience was at the top. So Philips reworked its branding and marketing: It renamed the product Marathon and emphasized that, because the bulb is long-lasting, you won't need to change it often — which is especially useful for hard-to-reach places.
"A lot of companies are so focused on the 'greenness' of the product that they overlook the fundamentals of marketing — and that is, 'What do consumers want?'" Stafford says. That's especially dangerous in the eco-friendly space, where consumers might wonder if green products are somehow inferior to or more expensive than traditional ones.
That's why green products sell better when their greenness comes second in the marketing, Stafford says. Companies should instead focus primarily on how products either save consumers money, are healthier and safer, perform better, or increase status or convenience.
Related: Infusing Sustainability into Your Business Model
2. Get really specific.
Want to sell more? Saying your product is "eco-friendly" may not do it.
In a 2023 study by McKinsey & Company and NielsenIQ, researchers found a pattern: When green products were marketed with specific claims about their sustainability (like "vegan" or "carbon zero"), rather than general claims (like "environmentally sustainable"), they sold better.
How much better? General claims drove 2% higher growth than products with no environmental claims at all. But the specific claims drove 8.5% more growth.
Stafford says this is for good reason: "Consumers are becoming more knowledgeable about these issues," he says. "If you can be hyperspecific about what makes your product more environmentally responsible, that gives it the authenticity that people are looking for."
3. Embrace the mainstream.
If you release an eco-friendly product, your marketing strategy might target eco-friendly consumers. That means reaching people through sustainability-focused websites, retailers, and influencers.
Stafford says that's a mistake.
By focusing only on an eco-friendly audience, you're blending in with companies that have a similar appeal to yours — and limiting your audience size.
That's why he recommends going straight for mainstream influencers, who may not usually promote sustainability. "That becomes much more credible," Stafford says, "and a more authentic message that consumers are more likely to adopt."
New Unilever research also bears this out: It partnered with behavioral scientists and found that influencers have "the single biggest impact on people's green choices today." They impact 78% of people's opinions, which is much more than TV documentaries (48%) or news articles (37%). Government campaigns impact only 20%.
In short, Stafford says, people like eco-friendliness — but they are most focused on buying things that work, from people they trust. Prioritize that, and you'll get more green for your green products.
