It seems like there has never been a better time to start a small business focused on sustainability. Millennials are becoming increasingly interested in these products. Some sustainable products are even growing at twice the rate of the traditional options. However, few consumers are following through with what they ask for.
Over half of the population claims to want sustainable products, but only a quarter actually buys them. Therefore, you need to focus on getting more people to buy your sustainable products.
Fortunately, there are a few tricks you can use to increase sustainable consumption.
Use Social Influence
We have a big problem today. Tons of recyclable items end up in landfills. Compostable goods are wasted. People continue to purchase products that are harmful to the planet. Right now, going green has low adoption rates. If you want to sell sustainable products, you have to make people think they are the social norms. People want to fit in and will conform to what those around them are doing.
You can leverage this to sell your products by focusing on how popular your product is. A lot of successful campaigns work because they highlight that most people are using this sustainable product. When you use this tactic, you will see an increase in the number of products you sell.
Shape Good Habits
Humans are creatures of habit. Your target customers buy, drive, eat, and dispose of their waste in a way that is part of their routine. The key to selling sustainable products is to break their bad habits and replace them with good ones. Familiar contexts trigger these habits. Therefore, market your product in a standard way to clients and encourage them to choose it.
Leverage the Domino Effect
One benefit of shaping good habits is that once people make a positive change, they will make more. This is because people like to be consistent. For instance, once they start composting, they will probably start looking for ways to conserve energy. Once they start using LED light bulbs, they will turn down the heat.
In other words, small changes can turn into big ones. This is a good strategy to use if you sell multiple types of sustainable products.
Play on Science
You’ve probably seen campaigns that focus on how a company isn’t destroying a rainforest. Others are noting their focus on sustainable farming. Some campaigns even tell consumers that their small changes can have a big difference. These campaigns are leveraging the fact that consumers will purchase an item if it can prove that buying it makes a difference. Therefore, one key concept to convey in your marketing is what difference using your products will have.
Although this information can be persuasive, it needs to be delivered correctly, especially for expensive items. For instance, if you are selling energy-efficient appliances, most consumers will be thinking about the price, not sustainability. To sell large items, you need to highlight the energy and dollar savings consumers will get by using these products. Additionally, directing them to reputable sites on green living, such as Persus, can help them understand the science and benefits of sustainable products.
While many consumers claim they want more sustainable products, businesses are still having trouble selling these items. Fortunately, there are marketing tools that can help. These meet the planet’s needs by playing on your target market’s behaviors. They highlight the benefits of using sustainable products and show that it is normal to use them. These practices can be applied to a variety of products. As you incorporate them into your marketing strategy, you will see an increase in the number of products you sell.
