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.
- Differentiation from a myriad of similar products.
- To attract consumers who are not specifically looking for an eco-friendly product.
- 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!
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:
1. Basic information:
Product image with eco-friendly features explained in text.
Findings – Impact Data Works
I. Positive consumer reaction to sustainability equivalence infographics
II. Positive response to infographics across market segments
III. Good infographics trump basic information at any time, but relatable equivalences are better than simply presenting actual data
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?
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.