The most desirable consumers for a business to have out of any are ‘green’ consumers. This is for a number of reasons, some of which include: they make up 24 percent of the population, they shop more frequently than the overall population, they’re brand loyal, they pay more for trustworthy brands, and they’re materialistic.
This makes it almost essential that you drive your marketing efforts towards this particular group. Doing so will mean a much larger revenue for your business, and a following of consumers that will stay with you for longer periods than any other.
How this is done
Marketing to this specific group comes down to one factor: your sustainability story. Your sustainability and social responsibility story show these consumers that you’re a brand that they can trust, and given how this group continually has shown that they’re willing to spend their money where their values are, this is hugely beneficial in your overall business goals.
It’s also therefore in line that if they don’t know your story they’ll just assume you only have your own interests at heart rather than theirs as well, which drives their emotional connection away.
In order to succeed with this, it really comes down to the creation and marketing of one particular story that you can stand behind and broadcast as your most important company values.
The issue companies are currently facing
The problem with the majority of companies already out there, is that they are trying to push too many stories about how much they do rather than hone in on one targeted effort. By pushing too many different angles, you’re failing to connect with any consumer base at all, and especially failing to connect with the main group that matters, the ‘green consumers’.
This is why it’s essential that you choose a single targeted story that you can really support as a business. From experience, this story will have the most success if it:
- Aligns with your brand and/or products
- Hits the essence of what drives the market
- Is easy to embrace internally
So you’ll want to thoroughly look over your current product range and brand and make sure that your story doesn’t feel like it’s sort of attached on, without tying in with what your business represents.
What you also must do with this story is show to your consumer base how your sustainability efforts are a part of the long-term performance of your products. This is especially critical if the most important aspect of your category also happens to be performance, as these consumers will care the most regarding how it relates to your story and how this will affect the long-term for your brand.
This particular link will not be easy to establish, and can sometimes even take up to a year to fully create a story that meets all of this criteria. The rewards are obviously significant however, so it’s important that you set a team to work solely on your sustainability story, with not only how it aligns with your product or brand, but also with how your sustainability efforts boosts long-term performance of your products.
Once this is done, you’ll reap the benefits that attracting the ‘green’ consumers to your company will bring. A loyal, long-term following that spends more, and more often than any other consumer group out there.
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