What sustainability best drives behaviour change?
David O'Flynn, CEng, MBA, MSc
Posts represent my views - Sustainability Director at Teleflex
Too many organisations are constantly surprised that their eco-products are not flying off the shelf and that people are not happy to pay a premium. After all, study after study suggests most people want to purchase ethical products and that an increasing percentage will pay a premium. I believe the gap between intent and action might be explained by considering the type of sustainability
Think about those sustainability initiatives/campaigns that are successful. Why are we willing to pay a premium for free range eggs or organic beef? Is it because it is better for the environment?
Why is Dove’s campaign so successful? Is it because women think it is a better product at enhancing beauty?
Why do we react when we hear of clothing companies exploiting workers but don’t get overly excited if the same companies poison the water or pollute the air that results in community exploitation?
I really believe that if you want your consumers to change their purchasing pattern’s you have to develop a social sustainability brand attribute that directly and personally impacts the consumer. You need to attach brand attributes that are:
- Healthier
- Animal welfare friendly
- Fighting against social injustice
- Fighting against worker exploitation
- etc
Environmental sustainability might give you a licence to operate but you really see consumer behaviour change, when your brand stands for something which resonates with the consumer.
I have come to believe that "SOCIAL SUSTAINABILITY IS A LARGER DRIVER OF CONSUMER BEHAVIOUR THAN ENVIRONMENTAL SUSTAINABILITY".
I would be certainly interested to hear people's thoughts and ideas on this!!
Donal Jackson Business Therapist; A mirror is the best place to start analysis. It should be a daily routine.
9 年I think the reason some people buy organic beef or eggs is because they can afford to? I also think you will have a problem attaching the Sustainability tag to a lot of what you've identified. I would appreciate a good conversation around sustainability, but first this word has to be defined, what does it mean? I know what it means from a business point of view..but I think you mean something different?....Good topic.
R&D Coordinator at the Contract Research Unit, ATU Sligo
9 年https://onestepcloser.to/ is a project I've seen which aims to link consumer choices to the suppliers' Corporate Social Responsibility (CSR) programmes. The consumer gets to choose which of the suppliers projects they want to support. That way companies can fund a range of project types - local / global / social / environmental - and will get direct feedback from the consumers on which one appeals to them.
LinkedIn Top Voice | Senior Accredited Board Member | AI Governance | Sustainable Finance | Quantum Power | Venture Capital
9 年It takes both mass education and commercial viability to reach the final objective. Before the end is reach, a delicate balance has to be maintained.