On Reaching Today’s Sustainability-Minded Consumer
More and more, my personal passion for sustainable business practices is aligning with my knowledge of how women buy. But, as is my usual way, that is not to say I will lecture you on how to reach only environmentally-oriented women. Rather, I see my mission in serving as a bridge:
- between the behavior of the female consumer and that of men in the 21st Century (it’s less dissimilar than you’d think), and;
- between what we know about these more right-brain directed folks overall (no gender about it) and the expectations of the currently most critical consumer – the sustainability-minded one.
That’s why I made the effort to attend yesterday’s meeting of the Women’s Network for a Sustainable Future, and why I got so much out of hearing what representatives from Ogilvy Earth, Herman Miller, Campbell’s Soup and Hunton & Williams had to say. What filtered out for me, among many other things:
- The pursuit of green (1.0) has become the pursuit of a more sustainable life (and yes, that can be defined so many ways). The words we use to frame the discussion about consumers on this front matter. “Green” is over. Sustainable is more fitting (for now).
- Consumers expect and appreciate brands that are authentic and transparent about the journey toward more sustainable practices. They mistrust any pronouncements like: “We are the greenest brand out there! We’ve resolved ALL our issues forevermore.” (When you hear or read that, feel free to insert an eyeroll, because that’s what consumers are doing.)
- Leadership has to be fully committed to the pursuit, or any random “green initiative” or marketing-type test case will be mistrusted. Consumers are putting all green claims under very intense scrutiny starting…. yesterday.
- In terms of sharing the word on your efforts, think in terms of consumer education rather than marketing. (That word choice/framing issue creeps up again…) Today’s consumers expect brands to talk about what they are up to on the sustainability front.. as long as its about that journey (see above) and not how incredibly accomplished you already are. Keep a humble perspective and tone, because it is more accessible and inviting to the consumer’s learning mind.
- The FTC’s “green guide” guidelines for environmental claims are very dated and not-so enforced (big surprise) but things are changing. The cool thing, according to the Herman Miller and Campbell’s Soup representatives on the WNSF panel is that brands are self-policing and calling one another on trumped up or false green claims. Consumers will surely be calling brands on these things as well – as they get more and more sustainable-savvy.
What became clear to me as I listened and learned yesterday was that consumers are all starting to more holistically (right with left brain) evaluate and make purchasing decisions, and that includes how they are digesting (or not) any sustainability claims from brands new and old, big and small. Marketing or “educating” them in traditionally left brain ways (“We are the biggest and best in green! Chest thump!”) is beyond silly. In order to reach women and reach the tough sustainability-minded consumer right now, you need to take a whole mind, holistic thinking, and integrated systems approach (see more on Herman Miller’s approach to this). Get on it or be recycled!
