The Communicating Sustainability Study - Phase II Our latest Market LOHAS Research Study Communicating Sustainability conducted with Ryan Partnership in collaboration with Sustainable Brands revealed that Brands (even ‘sustainable’ companies & retailers) were holding back on the green message reluctant to communicate their sustainability efforts for fear ‘greenwashing’ or being perceived as ‘jumping on the green band-wagon’. When asked about their motivations for sustainability, most said that it ‘was the right thing to do’ and agreed that the business case for sustainability was a powerful driver of their corporate sustainability initiatives.
One Green Score for One Earth
The One Green Score for One Earth sustainability research study will be conducted in two phases by Ryan Partnership Chicago and Market LOHAS - Mambo Sprouts Marketing to fully understand consumers’ purchasing behaviors of sustainable products and services.
Phase I consisted of an online survey using the MamboTrack panel to better understand ‘sustainable’ purchase decisions and shopper behavior. MamboTrack was chosen for its position as a leading survey research platform of over 50,000 health and wellness consumers willing to share their opinions and insights about natural and organic products as well as sustainable living.
For the analysis, the 802 MamboTrack survey respondents were segmented into groups and coded as shades of green according to how important sustainability was to their purchase decisions.
What are sustainable shoppers looking for?
Through our market research we sought answers on how to simplify and scale sustainability without losing meaning or relevance. We included a range of consumers in our study representing shades of “green” weighted towards “core” sustainability shoppers. The opinions of this leading edge sustainability segment are shaping current business practices and development as well as the attitudes of mainstream consumers of the near future.
The purpose of these studies was not to create a universal sustainability score, but rather to inspire stakeholders to come together to create it and influence what it might look like.
Style with Substance
Consumers will increase their sustainable apparel purchases, but only if they can find eco options and only if they are as “fun” and “fashionable” as they are green.
Findings from the Winter 2012 Ryan Partnership® Chicago/Market LOHAS - Mambo Sprouts® Marketing Styling Sustainability consumer apparel survey reinforce a key conclusion forwarded in the white paper One Green Score for One Earth. Consumers want a clear and objective means of understanding the sustainability impact of their purchases (including apparel), and will vote with their wallets for those brands that are capable of credibly communicating on this topic.
Styling Sustainability explores consumer demand for eco-clothing, footwear and accessories, as well as the associated market opportunity. Apparel categories with the greatest growth potential; the best way to motivate shoppers to purchase eco/sustainable fashion; and the roles manufacturers and retailers will need to play in order to deliver upon shopper intentions and grow the market, are all explored within this report.