It’s not a big secret that socially and environmentally conscious products are sometimes more expensive than their conventional counterparts. Between using new eco-friendly technologies and paying manufacturers fair wages, such products often require a bit more from the end customer.
But where exactly is the extra cash going?
Looking at green product tags, we often see two types of information provided: an overview of the materials used and a motivational speech about how that the purchase is helping the planet. For green marketing to be effective we have to go further.
[photo credit: unsplash]
Green Marketing is more than a materials list
This type of product tag is great for boosting morale and encouraging consumers to buy these items. But a slight discrepancy arises when a green product costs 150% more than its conventional alternative.
When considering a green purchase, most customers need more than a basic materials list and inspirational speech in order to justify spending that extra money.
“We have to show customers exactly where that extra cost is going.”
In today’s globalized world the production of a t-shirt is split across many countries and numerous people. It’s hard to know exactly how and where a green product is helping.
To avoid customers putting the item back on the shelf, or abandoning their online shopping carts, we have to show them exactly where that extra margin lies.
Where is that money being put to use and who benefits from it?
Giving customers details about what (and how much of) the extra margin is being used for helps them truly feel their impact. And that feeling can be the difference between buying and walking away.
Let’s talk details
Providing details on what (and how much of) the extra margin has been used to say reduce carbon emissions or save water, helps customers truly feel their impact.
Examples of this type of detail include:
- Third-party certified processes like Fairtrade or B Corp;
- Using environmentally-friendly technology like closed-loop manufacturing;
- Reforestation efforts like buy 1/plant 1 initiatives;
- Eco-friendly logistics like carbon off-sets;
- Impact data like counters, calculators and infographics.
Location, Location, Location
Really showing the customers the details of the production process and why exactly a green product requires a few more dollars will increase their confidence in the product and company.
But don’t forget location, location, location. Go one step further than a standard Sustainability Report and provide this added detail at the exact points of customer-product interaction. Home pages, product tags and online point-of-sale are just some of the opportunities available for sharing valuable info with your customers.