- Finances. “Especially now, when money is so tight, I want to get the most for what funds I have. If a product is manufactured or packaged in a way which produces waste, but gives me more value for my money, I deserve to be able to purchase it.”
- Institutional dependency. “The government and the industry leaders should be setting the standards that will minimize waste. If I go it alone, my individual actions won’t make any noticeable difference.”
- Cynicism. “To succeed in the competitive marketplace, every business has to engage in wasteful practices at least occasionally.”
These justifications often lead shoppers to show willful ignorance of waste in manufacture of their purchases. Still, because shoppers generally do want to consider themselves as socially conscious, include waste minimization as a selling point. For best impact, feature that information prominently in ads the prospect sees before shopping with you.
Also, emphasize announcement of the type of waste avoidance which is most important to consumers. Studies at University of Kentucky and Pennsylvania State University concluded that this is reduction in discharge into the environment of scrap after the manufacturing process. Of relatively less importance is reduction in use of raw materials taken from the environment. In the study, participants were presented a Facebook ad with the message “Outland Denim. We use up to 50% less water. We consume up to 50% less energy” or with the message “Outland Denim. We discard up to 50% less wastewater. We generate up to 40% less energy emissions.”
The clickthrough rate was significantly higher for participants receiving the second message.
Both types of waste are destructive, however. In a survey conducted by the researchers, a group of sustainability experts said that production waste arising from excess resource use is as important as waste arising from excess disposal, if not even more important.
Results from the researchers’ further studies indicate that marketers can boost relative consumer attention to decreases in raw material usage by adding a resource scarcity or a long-term orientation prompt. The resource scarcity message was, “The Earth’s natural resources are finite and increasingly scarce. For example, water and other resource shortages are growing around the world.” The long-term orientation message was, “The future of the Earth is under threat. For example, our actions now will create growing environmental problems around the world for future generations.”
Also, emphasize announcement of the type of waste avoidance which is most important to consumers. Studies at University of Kentucky and Pennsylvania State University concluded that this is reduction in discharge into the environment of scrap after the manufacturing process. Of relatively less importance is reduction in use of raw materials taken from the environment. In the study, participants were presented a Facebook ad with the message “Outland Denim. We use up to 50% less water. We consume up to 50% less energy” or with the message “Outland Denim. We discard up to 50% less wastewater. We generate up to 40% less energy emissions.”
The clickthrough rate was significantly higher for participants receiving the second message.
Both types of waste are destructive, however. In a survey conducted by the researchers, a group of sustainability experts said that production waste arising from excess resource use is as important as waste arising from excess disposal, if not even more important.
Results from the researchers’ further studies indicate that marketers can boost relative consumer attention to decreases in raw material usage by adding a resource scarcity or a long-term orientation prompt. The resource scarcity message was, “The Earth’s natural resources are finite and increasingly scarce. For example, water and other resource shortages are growing around the world.” The long-term orientation message was, “The future of the Earth is under threat. For example, our actions now will create growing environmental problems around the world for future generations.”
Successfully influence the most prosperous & most loyal consumer age group. For the specific strategies & tactics you need, click here.
Click for more…
See Through Anti-Waste Consumers Image at top of post based on photo by engin akyurt from Unsplash
No comments:
Post a Comment