Survey reveals generation gaps on sustainability attitudes: Part 2 4621

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:

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:

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.

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.