Michelle Barry, Ph.D., senior VP of The Hartman Group, has been studying consumer behavior in relation to sustainability for two decades. She offers five tips for those looking to effectively position a sustainable brand in the minds of customers:
Speak to consumers using their own words to describe sustainability.
Link your product or service to a personal consumer benefit if possible.
Understand that sustainability isn't just about environmental concerns.
Tell consumers the story behind your sustainable product.
Connect “value” with quality in the current economic downtown.