July 14, 2016

Sustainability: Why Eco-Friendly Marketing Isn’t Always Consumer-Friendly

man reading eco-friendly marketing label at grocery store

In order to figure out what terminology brands should utilize in taglines and packaging to convey sustainability, we launched an Instant Research Group* of males and females from ages 18-65 who are the primary shoppers in the household, and framed our qualitative research within the following objectives:

1. Explore what consumers think of sustainable products in general

2. Discover expectations around how they identify a product as sustainable

3. Explore words and phrases they use to think about eco-friendly attributes and practices

4. Ask them to generate taglines or phrases around these issues