"People Don't Want 'Green' Anymore" -New Food Economy
Dan Mitchell, writing for the New Food Economy, analyzes the complex opportunity for food brands focused on sustainable products. Consumers appear conflicted - on the one hand, 77% considered "sustainability" to be somewhat or very important when deciding what products to buy for their families, according to a 2014 survey; yet only 5% selected it as the most important factor in their decision-making. In fact, another survey found that less than a third of consumers were motivated by environmental concerns, versus roughly two-thirds who cited "quality."
According to Mitchell, what marketers should focus their messaging on, rather than the difficult-to-grasp claims of environmental sustainability, is the benefits that a sustainable product can bring - clean water or animal safety, for example, which is more relatable for most consumers.