Survey reveals generation gaps on sustainability attitudes: Part 2

January 30, 2014

8 Min Read
Survey reveals generation gaps on sustainability attitudes: Part 2
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Last month's sustainable branding article, which tapped generations from Millennials to Matures, provided research-based answers to the question, “Do consumers really care if your product and packaging are sustainable?” This month, we apply the research findings to four generational groups: Millennials (17 to 25 years), GenXers (26 to 40 years), Boomers (41 to 55 years) and Matures (56-plus years) and suggests sustainable branding strategies and tactics to reach and resonate with each.



Off in multiple directions

If you think you can amble down a single road toward sustainable branding success with all generational groups, think again. There are some commonalities among the four groups: (1) They all benefit from sustainability information related to your product; (2) they all rely on friends' product recommendations; (3) and they all want to try a new product before they buy it. And based on the current economic freefall, price is likely a greater consideration than before.

A Millennial who has just moved back in with mom and dad, a genXer who has been down-sized, and a recently retired couple who have lost a chunk of retirement income are likely to react to price in the same way: Drop it! In fact, how you price your product could mean the difference between a consumer's forgoing it or considering it an affordable “luxury.”

On the other hand, as the feedback shows, the groups' purchasing-decision drivers differ. Price is the primary driver for Millennials, who regard themselves as poor. And because this group often has an inherent mistrust of corporations and is always “plugged-in,” Millennials are highly reliant on friends' recommendations and digital media. Unless TV and print ads are very clever and non-condescending, they don't sway Millennials.

GenXers regard personal recommendations as the sine qua non in product decision making. They're also more likely to go to a company website or a product category URL to learn more. With kids in college and retirement looming, Boomers are also price-focused. They're also more open to traditional product advertising. Matures are eager to learn and have the time to dedicate to knowledge enhancement. Articles, TV news and the Web are their preferred vehicles.

How do these different decision drivers affect your sustainable branding and marketing initiatives? It depends on whom you're targeting.

Millennials and GenXers—the well connected

While these are different generations, both are always Internet-connected—and you must be too, if you want to create brand connections with them. If creating an online life and friends for your brand, here are a few tactics to consider:

  • Keep these consumers engaged via two-way social media. Eighty-five percent of them use it, and more than 300 major companies employ it in their branding and marketing.

  • Conduct online contests: Create an ad; design a container or a package. Again, these groups trust “friends” rather than companies, so user-generated media wins with them.

  • Create a brand/product Facebook page; use it to share environmental tips revolving around your product, to make special offers, and convey news about your brand.

  • Name an official “Tweeter” and tweet about your brand's environmental

    attributes, brand extensions, etc., on Twitter.

  • Help target consumers to try your brand. Offer downloadable free/discount coupons on your Facebook page and website, as well as other websites or blogs favored by target consumers.

  • Integrate your online and traditional marketing. Place educational articles with a sustainability focus in college papers, on your Facebook page, and targeted online and print publications. All submissions should direct readers to your website and reward them with special offers.

  • Submit brand and product press releases electronically to environmental and industry blogs. Helps your search engine rankings and sustainable educational efforts.

  • Get truly sustainable products included in GoodGuide, Inc.'s app for iPhone, which includes more than 65,000 safe, healthy and green products.

  • Continue brand-management best practices. Track what blogs and forums are saying about your brand and products via sites like YackTrack.com. Respond or correct statements as appropriate.

  • Sponsor environmental or cause-related events in target geographic markets. Videotape the events, upload them to YouTube and your website. Include a video link on Facebook. Conduct product tests as part of the event with T-shirts, free products and other swag as “pay.”

Boomers and Matures—the sustainable savviest

Boomers and Matures are the most committed to environmentalism. One study participant summed up this position: “I simply believe in environmentally oriented anything!” By all measures, Matures are the generational champions of sustainability and enthusiastically engage in eco- and energy reduction practices—if they are aware of them. Not surprisingly, the Boomer/Matures are information-hungry and most have the time to commit to learning.

The eco-masters program

Consider these tactics when targeting Boomers and Matures:

  • Place ads, articles, TV news spots in media outlets and publications favored by mature consumers of your products. Your initial research should help you zero in on influential media.

  • Focus on environmental education. Become a sustainable resource.

  • Drive them to your website for downloadable product discounts, special offers and environmental information designed to take them to the next level of environmental involvement and make them aware of your brand's sustainability score and eco-attributes.

  • When they visit your site and download information or offers, collect contact information, including email addresses.

  • Load email addresses and data into your CRM system to make special offers and enable them to test “improved” products or line extensions.

  • Ask for their e-feedback on your products and brand. Reward their input. Use these very involved consumers to help develop new products and the marketing strategies that support them.

Strategies and tactics

The strategies and tactics suggested here and driven by the research findings de-emphasize traditional consumer branding and media—print and television advertising, for example. They also aim directly at the target consumer as a product-development resource. Taking advantage of consumer ideas, innovation and input not only enhances your chances for success, it may also reduce research and development costs. Virtually all of the strategies and tactics presented here are less costly than traditional alternatives if executed correctly with an eye to authenticity. Read: No green washing.

The sustainable branding baseline

Successful sustainable branding and marketing features generational targeting and the examples represented by the “green giants.” Companies and brands emblematic for their environmentalism often have one or more of the following marketing/branding practices in common: As far as making sustainability a key brand attribute, eco-leaders know that sustainability and ethics can't be compartmentalized; they must be an integral part of corporate culture. Many sustainable standouts have created an executive-level position dedicated to ethics and the environment (E&E). They've drawn up E&E policies and goals, which they make available via the Web or in print to all constituent groups. Their sustainability policies may even be viral, e.g., delineating vendor and supply-chain sustainability standards, etc; green also colors their research and development operations and distribution systems. Everyone is held accountable for achieving sustainability success, and well-regarded external environmental certifications and awards verify progress.

Rely on research to identify brand eco-disconnects and direct strategic sustainability initiatives. Companies with a sustainable corporate culture determine their sustainable brand baseline and subsequent progress by conducting periodic brand perception research with target customer segments. Research results are measured against internal brand standards; internal/external disconnects are identified; and a strategic, sustainable branding plan is developed or modified to create connections and build brand strength—authentically.

Today, nothing communicates a company's brand and values more than its Website. It's a venue for creating brand connections and providing eco-educational opportunities. Include customer testimonials throughout the site; videotape the best and upload to both the site and YouTube. According to a Nielsen 2007 poll, nearly 80 percent of consumers trust the advice of other consumers. Authentic testimonials fall into this classification.

  • Depending upon your brand category, create an engaging eco-blog or customer forum where participants direct the course of “conversation,” share eco-tips and relevant personal experiences.

  • Use the blog or forum to listen to and learn from customers as Dell and Starbucks do. Encourage them to become involved in the course of product development as Procter & Gamble does.

  • Encourage participation and site visits by offering “members” special offers, discounts or freebies (product trials).

Stand-out, sustainable packaging

The brands that research participants classify as eco-friendly have all applied advertising principles to their containers, packaging or labels. Like a good ad, their packaging communicates key brand attributes, in this case, “green,” while providing product information that adheres to the Federal Trade Commission Green Guides. Many eco-leaders have taken their packaging to the next level, honestly evaluating their carbon footprint, recyclability, reusability, materials minimization and biodegradability. These “green giants” know that standout package design and sustainability are no longer mutually exclusive, but nonetheless, are essential.







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