🚀 Excited to share some groundbreaking insights on sustainable consumer behavior that could transform your business strategy! 🌍✨
I recently made this quick video on this topic because it's crucial for anyone interested in making sustainability a business advantage (#PricingForThePlanet)
👉 Myth Busted: There's No Such Thing as "The" Sustainable Consumer 👈
For too long, we've been stuck in the false belief that consumers fall into two camps: those willing to pay a premium for sustainability and those who aren’t. This narrow view paints the “sustainable consumer” as a small, niche segment, limiting potential investment in sustainable products.
Extensive research from Nicolai Broby Eckert's recent newsletter, tells a different story. Over the past three years, we've discovered that sustainability influences most consumers, but in diverse and nuanced ways. By understanding these differences, businesses can tap into larger, more lucrative markets.
📊 Introducing the Eight Consumer Archetypes:
👉 Champions (8%): Fully committed and willing to pay premiums.
👉 Non-Believers (15%): Unmoved by sustainability.
👉 Image Driven
👉 Thoughtfuls
👉 Selectives
👉 Planet Savers
👉 Cost Conscious
👉 Skeptics
These archetypes represent the vast majority of consumers (77%) who have varied motivations, perceptions, and barriers regarding sustainable choices.
🔑 Key Insights:
Consumers make different tradeoffs across price, brand, quality, and sustainability.
Barriers like affordability, access, knowledge, and trust vary among archetypes.
Companies must move beyond a one-size-fits-all approach to develop tailored solutions.
💡 Opportunity Knocks: It's time for businesses to seize these opportunities by understanding and targeting a mix of consumer segments, reducing barriers, and clearly communicating the benefits of their sustainable solutions.
Check out my video for a deeper dive into this major knowledge. Let’s drive growth by meeting consumers where they are and fostering a sustainable future together!
hashtag#Sustainability hashtag#ConsumerInsights hashtag#GrowthStrategy hashtag#TheDemandRevolution
Source: Nicolai Broby Eckert, The Demand Revolution Newsletter
Негізгі бет There's No Such Thing as "The" Sustainable Consumer
Пікірлер