Consumer Behavior Towards Sustainability
Understand the customer’s sustainability requirements and incorporate them into the product.
The outdoor industry provides many examples of incorporating customer requirements into sustainable products. Many outdoor enthusiasts desire technical performance gear and apparel that allows them to enjoy their activity. At the same time, these consumers recognize that there are environmental consequences due to product manufacturing. These impacts can affect the natural recreational places they enjoy as well as communities and people.
One particular issue is the use of perfluorinated compounds (PFCs) in making durable water repellent gear like rain jackets. Consumers want apparel that can keep them dry in wet conditions while at the same time desire minimal chemical use. Columbia Sportswear addressed both of these consumer needs in the development of the OutDry Extreme Eco Rain Jacket. As discussed in the video, Columbia created a product with sustainability in mind. They eliminated PFCs and incorporated recycled plastic, minimized packaging, and reduced resource consumption to create a sustainable product.
Creating sustainable products that consumers want requires companies to be both innovative and transparent. In its infographic, “Sustainability is meaningless without transparency,” UL states that transparency requires companies to share insights about their products. They need to provide information on product contents (materials and chemicals), manufacturing processes, and the associated environmental impacts. Using tools or systems such as ones provided by Bluesign Technologies can assist. With marketing engaged in product development, they can use systems like Bluesign to identify material specifications that align with customer requirements. Additionally, marketing will understand the sustainability outcomes and be better prepared to share that information with consumers. For instance, as shown in the video above, Columbia Sportswear provides valuable product details regarding the OutDry Extreme Eco Rain Jacket. In doing so, they share the product’s development with its customers – providing them with the requisite transparency needed to make sustainable choices.
Sustainability Resources for Product Development
Source: Bluesign Facebook Photos
BLUESIGN certification gives consumers assurance that only companies that act responsibly were involved in the manufacture of a product that is designated with the bluesign® PRODUCT label.
Other Topics on marketing and sustainability
Product Development is Marketing
When marketing is absent from product design and development, they relinquish their leadership role in delivering customer value. With sustainability becoming more relevant to consumers, this abdication becomes even more devastating. Marketers must clearly understand their company’s corporate responsibility strategy and integrate it into the marketing mix. Simultaneously, they must also understand the specific customer needs, coupling both those requirements and the approach into the product design. Finally, they must ensure that product transparency is available to the consumer to make an informed purchasing decision.