As concerns about synthetic materials, excessive packaging, and carbon emissions rise, consumers seek sustainably produced and packaged products. But does this growing awareness lead to changes in purchasing habits? A recent survey reveals that it does.

Here are three key insights from the “U.S. Retail Sustainability Perceptions Benchmark” survey (eMarketer/Insider Intelligence) that can inform your marketing strategies:

  1. Emphasize Promotion: Consumers are increasingly conscious of sustainability, but their decisions are often swayed more by brand perception than specific details. The survey indicated that brands actively promoting their eco-friendly credentials tend to be viewed as “sustainable” by consumers, regardless of their sustainability practices. This highlights the importance of effective branding.
  2. Highlight Collective Impact: Many shoppers desire to support sustainable brands, yet when examining a single product or package, they may doubt the value of opting for an eco-friendly alternative, especially if it costs more. For instance, buyers might think, “With a billion toothbrushes sold annually, why should I spend $15 on a bamboo toothbrush? It won’t make a difference.” However, if you are a maker of bamboo toothbrushes, you might want to help shoppers consider the broader picture. If just one in ten Americans switches to a bamboo toothbrush and replaces it twice a year, for example, that results in 66 million fewer toothbrushes in landfills yearly. That’s a lot of toothbrushes! Help customers see the broader impact of their choices.
  3. Offer Credible Evidence: Greenwashing is a significant issue in the sustainable market, where brands exaggerate their environmental friendliness. Consumers know that some companies exaggerate their sustainability claims, but they often lack the knowledge to identify such tactics. Take the initiative to substantiate your sustainability claims with concrete data and details. Whenever possible, use third-party certifications to enhance trust.

The takeaway? Consumers are eager to shop sustainably but may require guidance to make informed choices. Brands that offer them that guidance can win their trust and ultimately, their buyer loyalty.