Laurie Demeritt, president of the Hartman Group, says that in today's tough economy, consumers are looking for positive narratives behind the products they buy. (via MediaPost)
"Consumers want to know the story - the narrative behind a sustainable product," Demeritt explains. "For marketers, it's important to remember that sustainability claims are markers of quality, and product narratives help. The more you can tell people about how it's made, the greater its appeal."
Hartman's research suggests that consumers are looking beyond traditional green marketing messages, instead focusing on living meaningfully. "Consumers are thinking much more broadly than marketers about what words like 'organic,' 'green' and 'sustainable' mean," according to Demeritt. "They use more positive words to describe these products, like hope, connection, simple living, authenticity, and control."
Further, the current recession appears to be pushing greenwashing concerns into the background. "Consumers are still thinking about a company's environmental and social reputation, but in the current economic downturn, it's important to connect value with quality," Demeritt says. "[Consumers] understand that they're taking small steps toward sustainability, and they seem to understand that companies are, as well."
via | Sustainable Life Media
