Sustainable Brands Aim for Authenticity

No matter what you call them -- eco-friendly shoppers, LOHAS (Lifestyle of Health and Sustainability) consumers or cultural creatives -- they are a powerful group. The approximately 50 million U.S. consumers who make purchasing decisions based on environmental concerns and corporate social responsibility spend more than $200 billion each year, according to The Natural Marketing Institute (NMI), Harleysville, PA. The institute expects continued growth of this demographic and of eco-friendly products.So how do brands with socially conscious products play this up in-store? Slapping an "organic" label on a display won't do it, agency executives and marketers say.This demographic wants authenticity and transparency. Successful eco-friendly companies convey those traits not only in their products and services, but in packaging, displays and every touchpoint with the consumer. If being eco-friendly is just a new promotion and not really at the root of a company's mission, consumers will see that they're trying to be "greenwashed.""Consumers are acutely aware of a company's social responsibility factor," says Craig Neuman, vice president/creative director of design at Kansas City, MO-based Barkley. "They are demanding that companies use their power for good, and eco-friendly operations and products are at the top of that list." The Truth Speaks"'Get Real' is the macro trend here," says Mandy Levenberg, senior director, consumer strategist at Iconoculture, Minneapolis, a consumer insights company. "Consumers are saying, 'Give me the truth. Be honest.' Consumers want to know about efforts even if a company has to acknowledge they aren't all the way there yet. If you're actually doing something and you can walk the talk, then say that in all of your marketing and on all of your packaging."NMI reports that 68% of LOHAS consumers say "knowing a company is mindful of its impact makes them more likely to buy its products and services." As these consumers are big label readers, Levenberg says put your story on your packaging and be specific with the impact your product is making, with such copy lines as, 'When you make this purchase we contribute X amount of dollars to X.' Vague percentages won't work, she says. "Shoppers want to know the exact impact. Transparency is a huge issue."At organic clothing company Under the Canopy, Boca Raton, FL, all labeling and hangtags are made of post-consumer recycled paper and printed with soy-based inks. "It says on our packaging that it is recycled," says Marci Zaroff, founder/president. "You have to call it out for constant reinforcement and so that consumers can trust you."Blaine, MN-based Aveda is also clear about labeling the recycled content of its packaging and the organic content of its products. "We don't make claims that aren't real. We have strict standards for organic ingredients," says Jan Tribbey, vice president, interior design and visual merchandising. While copy on a package can convey a company's values and story, the type of packaging itself is also key when marketing eco-friendly products. Portland, OR-based Keen, maker of hybrid performance footwear and other products, recently debuted a 100% hybrid box as part of the brand's new "Hybrid.Think" initiative. Made of biodegradable materials, the box weighs 25% less than the old box, reducing labor, power and fuel in shipping.Trish Karter, CEO/president of Boston-based Dancing Deer Baking Co., agrees packaging should be as honest and sustainable as possible. "We put six ounces of cookies in a much smaller package than the industry standard. It's less waste and more honest," she says. "We all know when you shake a box of cereal it's half empty and only larger for more messaging. Also, on our packaging, the cookies shown are the actual cookies."That being said, the packaging still has to compete in the marketplace. "For a while, we printed on kraft paper and board; it was very crunchy granola and earthy," Karter says. "It didn't hold up in a competitive marketplace because it didn't stand out enough." Now, while still using recycled materials and soy inks, Dancing Deer adds more brightness to the packaging. Sustainable DisplaysNot only does packaging and messaging need to live up to the company's values, but consumers are probably paying attention to your P-O-P materials as well. "It would be a disconnect if the display and product packaging didn't match -- if one was recyclable but not the other," Levenberg says. "If you claim it, claim it everywhere."To make consumers more aware of its efforts, Aveda has begun including copy on displays to call out the sustainable materials used in its P-O-P. Tribbey says consumer response has been positive, with shoppers even asking how they can use the same materials in their homes. "In one Chicago store, there are a number of cabinet fronts manufactured by a tribe in Patagonia displayed," says Tribbey. "We have the panels in the store and refer customers where to buy. You will see more of connecting consumers with the providers." P-O-P has to pop, and positivity works best to convey an eco-friendly message. "Our goal is to create a dialogue with our consumers, inspire and connect them with each other and our brand," says Erika Bruhn, marketing manager at Keen. "To do so, we use inspiring copy and imagery combined with vibrant colors. We use imagery featuring people who are part of our consumer base -- from work situations to playing in the outdoors.""When people get intimidated by messaging, they tend to tune us out and it turns them off," says Under the Canopy's Zaroff. "We like to use clear, clean, consistent images that have a lot of impact. We use a lot of white space; images that are more Zen-like; and modern versions of earthy colors such as kiwi, sage and bamboo. It's not crunchy at all. It's hip, not hippie."Dancing Deer has also stuck to a palette of earthy colors. "Artwork on displays has called out all-natural and fun words. We like to keep it clever, whimsical and childish," Karter adds. "For colors, we relate to things that grow in nature -- not neon."A consistent message -- no matter the retail channel -- is recommended by marketers. "We would never have different messaging based on different outlets," Karter says. "I think we should be who we are and be consistent about us."Barkley's Neuman agrees: "You want to project the same feel no matter what the environment. It just may have a higher success rate in a store concept like Whole Foods."

Sustainable Brands Aim for Authenticity

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