Sustainability matters to consumers, but are eco-friendly claims actually changing how people shop? The answer is yes, though perhaps not in the ways you'd expect.
The "U.S. Retail Sustainability Perceptions Benchmark" study from eMarketer/Insider Intelligence reveals important insights about how environmental messaging influences buying decisions. Here are three key findings that can sharpen your marketing strategy:
1. Consistent Messaging Beats Perfect Credentials
Here's a surprising fact: Consumers respond more to perceived eco-friendliness than to detailed environmental credentials. Brands that consistently position themselves as sustainable earn that reputation in shoppers' minds (and win their business) regardless of whether they're actually the greenest option available.
For example, according to the study, the number one environmental attribute of importance to consumers is “products free from harmful or synthetic materials” (24% giving this answer). Something as simple as adding “All natural!” to the packaging can sway decisions in the retail aisle. Similarly, 19% of respondents prefer companies that give back to the community, so why not add, “We give back! A portion of sales goes to support our local food bank!”
The lesson? Don't underestimate the power of clear, repeated sustainability messaging in your branding. Customers remember what you consistently communicate.
2. Help Customers See Their Collective Impact
While shoppers express strong interest in supporting sustainable brands, many feel paralyzed by the scale of environmental challenges. Looking at a single product or package, they struggle to believe their individual choice matters, especially when sustainable alternatives cost more.
Consider the mental math a shopper might do: "Billions of plastic toothbrushes get sold annually. What difference does my $15 bamboo toothbrush make?"
But reframe those numbers, and the story changes dramatically. With 330 million people in the United States, if just 10% switch to bamboo toothbrushes and replace them twice yearly, that's 66 million plastic toothbrushes kept out of landfills every year.
One person's choice becomes significant when viewed as part of a collective movement. Smart brands help customers make that mental shift, showing them they're joining something larger rather than acting alone.
3. Back Up Your Claims With Evidence
"Greenwashing," or exaggerating environmental benefits for marketing gain, has made shoppers skeptical. With countless brands jumping on the sustainability bandwagon, consumers know they're sometimes being misled. According to Kantar, 57% of consumers are frustrated that they don’t know whether companies are greenwashing. The challenge is that they don't always know when or how to verify claims.
This creates an opportunity for honest brands. When you provide specific numbers, detailed information, and third-party certifications, you build trust that sets you apart from vague eco-friendly claims. Transparency becomes your competitive advantage.
The Marketing Opportunity
Customers want to make sustainable choices. What they need from brands is help making those choices feel meaningful, trustworthy, and achievable.
When your marketing consistently reinforces your environmental commitment, helps shoppers understand their collective impact, and provides verifiable proof of your claims, you're not just promoting products. You're helping people shop their values.
Ready to strengthen your sustainability messaging? Let's create materials that connect environmental values with customer action.
