2016 survey shows a 42 percent spike in consumer interest for an eco-friendly product when marketed with sustainability infographics as against basic sustainability information.

 

What’s the secret to green marketing?

Our customers who manufacture eco-friendly products have found that the use of infographics and analytics, aka impact data, consistently result in stronger client interest and sales. The secret is out. Impact data combined with infographics is the key to green marketing.

Companies which manufacture eco-friendly products currently face 3 hurdles to consumer adoption:

  1. Differentiation from a myriad of similar products.
  2. To attract consumers who are not specifically looking for an eco-friendly product.
  3. Growing distrust among eco-conscious consumers due to fraudulent green claims by companies.

But when consumers see impact visuals there is a…

42% increase in overall consumer willingness to purchase product!

109% increase in consumers “very likely” to purchase product!

 

Green Story blog Metrics

Using impact data for green marketing can help companies overcome these hurdles.

To test our hypothesis, we conducted market research online across 23 countries.

Research Set Up

For the survey, consumers were asked about their willingness to purchase products which were eco-friendly based on information provided as an image.

This was done for two sets of products, an eco-friendly t-shirt and an eco-friendly messenger bag. The product information was shown with three variations:

 Marketing-Green-Products-1-1

1. Basic information:

Product image with eco-friendly features explained in text.

 

 Marketing-Green-Products-2

 

2. Actual impact infographics

Basic information + Sustainability infographics on actual impact to the environment (amount of CO2 emissions avoided, water saved and energy conserved)

 

Marketing-Green-Products-3-1

3. Equivalent impact infographics

Basic information + sustainability infographics providing the impact in terms of equivalences rather actuals (cars off the road, days of drinking water and hours of lighting a bulb)

 

Findings – Impact Data Works

I. Positive consumer reaction to sustainability equivalence infographics

 Marketing-Green-Products-4-1

Table 1. Consumer likelihood to buy with equivalences vs. basic data

There was a marked difference in willingness to buy between consumers shown basic information and information with equivalent impact infographics.

Consumers who were likely to purchase the product increased by 42% when shown infographics.

The number of consumers who said they would be very likely to purchase the product increased by 109% when shown infographics.

 

II. Positive response to infographics across market segments

Marketing-Green-Products-5-1Table 2. Increase in willingess to buy with equivalent impact for various segments

 

When further segmented by region, gender and age, consumers across every single segment responded positively to the sustainability infographics. The biggest increase was shown among females (74% increase), consumers in North America (63% increase), and those in the 18-30 age group (53% increase).

 

2.a. Men vs. Women

Marketing-Green-Products-6

2.b. North America vs. RotW

Marketing-Green-Products-7

2.c. Age breakdown

Marketing-Green-Products-8

III. Good infographics trump basic information at any time, but relatable equivalences are better than simply presenting actual data

 

3.a. “Likely to buy” response

Marketing-Green-Products-9-1

3.b. “Very likely to buy” response

Marketing-Green-Products-10-1

3.c. Likelihood of purchase across products (shirts vs. bags)

Marketing-Green-Products-11-1

Impact data infographics generated a positive reinforcement on the consumers whether using the actual impact infographics or translating the impact into everyday equivalences (see 3.a.).

Equivalent impacts were shown to be much more effective in getting stronger buy-in from consumers, as shown by 89% percentage increase in consumers who were “very likely to buy” (see 3.b.). It can be inferred that consumers can better relate to equivalent impact infographics.

To ensure that these results were not influenced by a single product, we asked respondents the same questions with another product. Both products showed identical increases in likelihood of purchase (see 3.c.).

This proves the impact data infographics work as a green marketing tool irrespective of product.

 

How does this work out with advertising?

 Marketing-Green-Products-12

Marketing-Green-Products-13

A striking 49% of respondents were either likely or very likely to click on the banner to find out more. This proves the efficacy of using infographics, especially equivalences for banner ads. Also interesting was the 63% positive response in the 18-30 age groups.

When it comes to eco-friendly products, our research shows that visually appealing impact data helps grab consumer’s attention.

Furthermore, well designed infographics leads to better understanding about the value of the product among consumers, leading to better decisions, and often a nudge in the positive direction for companies.

It can also be inferred that consumers believe that clear and relatable information (i.e. equivalent impacts) is also of higher quality, which allows them to make more positive decisions.

The high response to the banner advertisement was proof of the efficacy of using equivalent impacts to highlight the environmental advantages of products. Given just this information, consumers were clearly interested (49% against the usual click through rate of banner ads of 2.5%).

While further research would be required, it can be reasonably concluded that highlighting benefits of eco-friendly products through equivalent impact infographics is highly effective for print and web advertising.