7 tips to engage consumers in the circular economy

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Producers of consumer goods and services can no longer ignore market demand for more sustainable offerings. Consumers in the circular economy are present and a large part of this group is generation Z, which represents 40%.

Research in the US shows their clear preferences for products and brands that can create positive impacts in the world, and they are willing to pay 10% more to support those that do so. But... how to involve more consumers in the circular economy?

Investigation.  7 tips to engage consumers in the circular economy
Consumer interest
A recent survey reported that 78% of consumers considered the likely environmental impact of appliances to be “very important” or “fairly important” when making their decisions. Presenting the environmental benefits of a product or service is now an integral part of a marketer's daily work.

According to sustainable Ecuador Mobile Number List brands , a recent review of online sustainability claims in the EU found that 40% were considered " greenwashing ", with false and exaggerated claims. This type of misinformation is not only frustrating for consumers, but also impedes the advancement of a circular or sustainable economy.

If consumers want to adopt sustainable products, they need better information to be able to make an informed decision, and this is where marketers have a vital role to play.

Here are 7 tips for engaging consumers in the circular economy.

7 tips to engage consumers in the circular economy
1. All for one and one for all
Collaborating with other departments is essential to finding the sweet spot between consumer demand and your unique selling proposition. Typically, the marketing department is more in tune with market needs and new opportunities, while the R&D department understands the impacts of certain design decisions.

Computer.  7 tips to engage consumers in the circular economy
High-level conversations tend to reflect cost savings to stay on budget and on time. However, conversations with the people who actually did the talking will often reveal that they were achieved through energy saving measures, the use of alternative materials, product weight reduction, or resource and transportation efficiency.

Making this information easily available to your customers is where marketers' skills come into play.

UK brands such as Innocent Drinks and Fat Face use improvements to their packaging as ways to appeal to their consumers and demonstrate that facts and figures about sustainability don't cut it.
               


2. Avoid vague statements
Without a supporting explanation, the words “green,” “conscious,” “eco-friendly,” or even “sustainable” are empty and add no value. It may be surprising, but brands often don't want to disclose the steps they have taken to make their products more sustainable.

Willemijn Peeters, CEO of Searious Business, gives an example:

Our customers frequently ask us how they can contribute to the prevention of plastic waste.

A really effective way to make a significant impact is to use recycled material, and we regularly help brands do this. However, they then hesitate to commercialize this change, believing that there is a stigma around quality.