Updated: Apr 24, 2018
Happy Earth Day! On April 22, the world is coming together to reduce plastic pollution.
Currently about 300 million tons of plastic are produced each year to make bags, bottles and packaging. Unfortunately, only about 10% of all plastic wastes can be recycled and reused. The rest ends up in vast landfills, where it leaches dangerous chemicals into the soil and water, endangering both humans and animals.
We all need to do our part to protect the environment, including companies. See how these brands are doing their part to save the environment.
The world's first collapsible, reusable straw. FinalStraw markets its product as clean, compact and totally badass. Its reusable straws are targeted at anyone who wants to rid their lives (and the world) of single-use plastic.
Singapore's first zero-waste grocery store. UnPackt aims to reduce food waste and plastic packaging by encouraging customers to bring their own containers. How does it benefit customers? They get to save money on their groceries and the environment.
Are Consumers Willing To Buy Eco-Friendly Products?
A recent study by Ogilvy's Earth division found that 80% of American shoppers want to make more sustainable choices, but fewer than 20% actually follow through. Why?
Eco-friendly products usually cost more, sometimes up to 50% more. Does it mean that consumers are not willing to pay more to save the environment?
How Can Marketers Promote Green?
The results from many surveys show that consumers are concerned about the environment and would choose eco-friendly products. Then why is their actual purchase behavior different?
Firstly, eco-friendly products have to deliver consumer value. Most consumers are not willing to compromise for a eco-friendly product that is inferior. In a U.S. poll, one third of consumers believe that eco-friendly products do not work as well as regular ones.
Green brands need to educate consumers, show how their products impacts the environment and how it relates to consumers. Some brands include “Environmental Facts”, similar to nutritional information on food products to build awareness.
Focus on direct benefit. Marketers of green products usually focus on what they will do for the environment, but the most effective way to promote your product is to communicate the benefits to consumers and their families.
Eco-friendly brands need to focus on delivering brand value and educating consumers in order to succeed. Happy Earth Day 2018!
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