A universal green scoring system would expand the market for green products if it helped people distinguish between products that are truly green and those that are greenwashed.
Ryan Partnership Chicago and Mambo Sprouts Marketing published the results of the survey in a white paper, "One Green Score for One Earth."
"We know that consumer commitment to earth-friendly products is increasing," says Christine Nardi Diette, president of Ryan Partnership Chicago. "But all of the green messaging is creating more confusion than confidence. Consumers are challenging manufacturers and retailers to be clear about their commitment to sustainability."
According to the survey, shoppers say that a universal product sustainability score would influence their brand purchase decisions. Here’s how it would work:
- Rate It. Over 80% of shoppers say they want a product sustainability score. Even the majority (55%) of those who are not committed to buying sustainably would welcome such a score.
- By the Numbers. 75% say a numerical score would be most useful in communicating sustainability. Symbols and text are less popular, favored by just over 25%.
- It’s Complicated. While a single score would seem simple and clear, shoppers understand that sustainability is complex and are open to the idea of multiple scores to improve the quality of communication.
- Keep it independent. At least 75% want an independent organization or group of experts across different areas of sustainability (without a profit motive) to create the score.
- Find it. Over half of shoppers prefer that sustainability information be displayed in the store: packaging, labels, and signage.
The study also found that people are very discerning about what makes a product sustainable.
"While consumers remain focused on a product’s environmental impact (e.g. energy conservation and carbon footprint), increasingly social, eco-economy and other facets of corporate responsibility are being considered including Fair Trade, cruelty-free and locally sourced," says Matthew Saline, founder and CEO of Mambo Sprouts Marketing.
Ryan Partnership and Mambo Sprouts forecast three market trends that will reshape consumer product marketing:
- Sustainability Wins. Shoppers will devote a larger share of their spending to products and stores that convince them of their sustainability claims.
- Truth in Marketing. Shopper sensitivity to greenwashing will intensify – people will demand an accurate method of understanding and comparing sustainability across products, companies and retailers.
- Eco-Accounting. Brands and retailers will increasingly focus on the triple bottom line (people, planet and profit – the key pillars that inspire sustainability) and strive to provide their customers with product sustainability information.
"Those brands that take the lead on these trends and establish themselves as credible on the topic of sustainability will reap the benefits in terms of an increased share of wallet and shopper loyalty," says Diette. "But implicit in the consumer conversation is the idea that sustainable products will meet standards of quality and performance, ideally at a price consumers can afford."
Learn more about the research:
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