A recent study shows that consumers want one universal green score to help them make sustainable product buying decisions. Ryan Partnership Chicago and Mambo Sprouts Marketing conducted the research study founding shoppers would increase sustainable product spending if only they could determine which products were truly green and which had been simply green-washed. The findings are published in a sustainabliity whitepaper entitled One Green Score for One Earth.
This topic has come up in frequent debate. Many health-minded terms are quite nebulous. What is "all-natural"? What does wholesome really mean? As the USDA grapples with this, consumers want to know what their consumer footprint truly is.
The study found that consumers are discerning one what makes a brand sustainable. People are not only looking for organic, all-natural products but are concerned with issues such as animal-cruelty and fair-trade for a brand to wholly be considered as corporately responsible.
The score would aggregate different aspects of sustainability to help consumers decipher which products are the most responsible. Furthermore, some consumers do rank certain aspects of sustainability over others. For example, one consumer may be more concerned with locally-sourced products and recyclable packaging than animal-cruelty issues. These thoughts mirrored findings in that a single score seems simple and clear, shoppers understand that sustainability is complex and are open to the idea of multiple scores to improve the quality of communication.
As shoppers become more in tune with the path products take to the shelves, brands must be aware of the transparent nature sweeping consumer desires. What it says on the package and the truth of the matter, may be unearthed through these scores. Brands should be confident they can make the grade.
Comments