Just in time for Earth Month, BuzzBack, an innovator in market research, and the Rainforest Alliance, a non-profit organization committed to promoting environmental, social and economic sustainability, has teamed up for a new global study on Sustainability.
Many of today’s top consumer product and pharma companies are focused on Sustainability – yet the language and vocabulary that consumers use about it reflect a more diffuse understanding of the concept. The study reveals that marketers and consumers are not on the same Sustainability page, posing a challenge for those developing, branding and selling Earth-friendly products. “This new study highlights the challenge today’s marketers face when it comes to incorporating Sustainability into their positioning,” explained Carol Fitzgerald, founder & President of BuzzBack Market Research, “Simply, the top of mind associations consumers have with Sustainability (recycling, natural, green) don’t connect to their personal values when it comes to the idea (social responsibility, responsibility, moral). Further, these associations may not be relevant for all brands. And even though 80% or more consumers say that having a sustainable label on the package makes them more likely to purchase a product, the reality is that loyalty is tough to maintain. Today’s consumers want brands that align with their personal values and are making a difference in areas, concerns or causes that are meaningful to them.”
“Despite the challenges of incorporating the word sustainability into brand messaging, as highlighted in this study, we have yet to identify a suitable alternative that single handedly describes environmental, social and economic viability,” said Tensie Whelan president of the Rainforest Alliance. “Rather than only focusing on the positive impacts of environmental sustainability, marketers should focus on the all-encompassing benefits of sustainability in terms of promoting a healthier environment, improved living conditions and enhanced livelihoods.”
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