Solve The Problem First, Then Comes The Environment

There is a notion that sustainable products are highly-priced. And this notion is not misplaced. Most of the time, this is seen as a sign of irresponsibility on the part of the customers. Businesses tell themselves that customers don’t prioritize the environment or sustainability and aren’t willing to pay more for it because they don’t. Therefore, it is the responsibility of companies to motivate customers to act on their stated goals. The business is in charge of coming up with ways to market to different customer groups based on how they feel about sustainability.

It’s not the buyers that are the problem. Marketers are to blame. To better serve their customers, marketers should stand back and consider the challenges those customers are attempting to address. Finding out what issues consumers are facing and creating products/ brands to address those issues at a price point that still generates a profit is what marketers do.

When we ask this sustainability question, we are told that customers aren’t actively working to find solutions to the sustainability challenge. Let’s say, e.g consumer issues include chores like washing dirty dishes and clothing. Marketers sometimes tell customers that buying their products with a sustainable solution will solve their problems, like dirty laundry or dishes. Marketers are telling consumers that they have issues that do not exist. It should come as no surprise that in most cases, customers would not pay more for a more environmentally friendly option. Consumers don’t have any issues with sustainability, in fact too many, it is not a problem at all

Simply put, this implies that eco-friendly goods aren’t helping anybody. And if they aren’t addressing a need, there isn’t any market for their products or services. This is the key misconception driving sustainability-focused advertising.

Also, this is the best option for long-term sustainability. The solution is to address genuine issues consumers face through the development of goods that provide superior and long-lasting answers. Sustainable practices are seen as secondary here. As an example, cleaner dishes and clothing may be used as selling points for environmentally friendly items. Because individuals are willing to pay more for comfort and novelty, these items might be sold at a higher price. For sustainable marketing to be effective, it must either save time or pique people’s interest more. Stop trying to market eco-friendly products by claiming they are better for the environment. Modify it to benefit the category, which will in turn protect the environment. It will never have a chance to be better for the planet if it isn’t better for the category first.

There is a certain cost which consumers are willing to pay for a sustainable solution. Beyond which they are not willing to pay. This ‘cost’ or the sweet point is what brands need to ascertain. It is easier said than done but that’s why there are marketers, isn’t it? They are expected to work out a solution

To rephrase, prioritizing categories above all else will protect the earth. Since it ignores this crucial category, Environment First is doomed to failure.