Retailers Communication to Promote Sustainable Consumption

This report is the result of study by The United Nations Environment Programme (UNEP) in collaboration a team of MBA students to explore how retailers promote sustainable consumption to their customers. The study aimed to explore a range of communication methods currently being used by major industry retailers committed to sustainable development; develop insights on retail industry's state-of-the-art communication policies on consumer awareness raising campaigns; and reflect the industry-specific challenges and concerns faced and the consumer response encountered. In order to get an accurate global picture of the sustainable consumption awareness raising, the study interviewed retailers with a "proven commitment in this particular field" around the world.

According to the paper, retailers are able to influence the purchasing decisions of consumers by what they make available in their stores. They are able to
specify standards of environmental performance with a greater degree of expertise and market clout than individual consumers who have relatively little scope for
collective action. So, retailers are potentially a major force in influencing the market for greener and socially sustainable goods. The research found that lack of consumer
demand, hesitation around the quality of environmental products, lack of a robust business case for environmental practices, and unconvinced senior management are
all factors that challenge retails support for environmental products.

The research suggests that for UNEP to foster greater support among retailer for sustainable consumption, there needs to be greater demand from consumers for sustainable products, Education and information campaigns funded by governments and international organisations need to strongly contribute to raise awareness about these issues among consumers, to engage customers to demand more sustainable choices. In doing so, attitudes must be fostered that price is not the only factor to consider in a purchase choice, and that there is added value i.e. health related, in choosing sustainable products. This should be supported by systems, i.e. certification, that validate sustained product claims.

For retailers, a few suggestions about effective communication are proposed:

• Medium - there is not a best communication medium specifically for this field, it is necessary to find an adequate combination of more than one medium, depending on
  the intended audience and the objective of the communication.
• Content of the message
• The definition of communication messages promoting sustainable consumption needs to take into consideration the average customer awareness on sustainability
  issues. In other words the complexity and content of the message chosen need to be adapted to the level of awareness consumers have of sustainability
  issues and its relation with local consumption patterns.
• The message will be more successful if it conveys a clear feel of a direct 'usefulness' and 'advantage' provided to the consumers by the 'sustainable' products
  compared to unsustainable ones.
• Improved controlled labeling (through reliable certification systems) is a customer need: it will allow consumers to make a more informed choice and encourage them
  to adopt a more environmentally-friendly attitude through their purchasing decisions. The study indicated consumers generally believe that they are not given enough
  information about their food.
• Educating on new or confusing issues (climate change) is essential in a field where many concepts are still unclear to the consumer.
• Key aspects of a successful direct communication campaign for sustainable products
• The most important aspect to take into consideration when designing a communication campaign (corporate or in-store) is to design very precisely the information to
  provide to the each group of consumers.
• There is a need to ensure that products and communications are placed in visible spots, easily accessible and available.
• Use change routine to capture attention: changing message and novelty will assure more attention for those products that are already known.
• In terms of general attitude towards sustainability issues
  
  • Communication campaigns, which explain the importance of individual actions in a positive way and reduce consumer skepticism would increase the general level of awareness among customers and educate the consumer towards a more engaged behaviour.
  • Concrete programmes that allow customer to 'experience' the sustainable choices are among the most successful initiatives (i.e. binders, recyclable bags, etc.).
  • Promotion of sustainable consumption through highlighting better quality of life rather than developing preachy messages and related feelings of guilt among consumers.