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iStock’s screening adds to studio’s Consumers Want It Allwhere he realizes why a sustainable product is purchased.
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“VisualGPS” identified resources as “environmentally friendly”.
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Products that have elements that make them appear more sustainable through design are challenging in the sustainable product market.
A study of iStock gave an account of the opinion that consumers have about the design and marketing of brands, with which they claim to be sustainable.
In a study titled Consumers want it allit was identified that 35 percent of consumers said that they bought a sustainable product because they considered that its price was comparable or similar to that of a regular product, while 32 percent said that the quality of the product was better and 21 percent considered that the category was always available in store.
iStock conducted an investigation titled “VisualGPS”, in which an important insight and it is the one that has to do with the opportunity that brands have found in design to appear more ecological than they really are.
The conclusion of the study is that 83 percent of Mexicans consider that the products have a design composition to have a more ecological aspect than they really are.
“Historically, in different sectors, advertising campaigns have promoted the idea of individual responsibility. We are used to seeing images and videos that highlight certain sustainable practices, from recycling to cycling to reusable shopping bags. These concepts, mostly driven by brands and public policies, reinforce the idea that environmental sustainability is an individual responsibility,” explained Dr. Rebecca SwiftGlobal Director of Creative Insights in iStock.
Within the study, it was identified that 92 percent of Mexicans consider that when deciding on their purchase, it is essential for the company to carry out practices in favor of the environment.
When deciding which brands to use or buy, it is crucial that the company has environmentally sustainable business practices. Still, more than half say it’s too much work to research what brands are actively doing to mitigate threats from climate change.
Based on the study, it has been identified that seven out of 10 people consider that they have made a significant advance in their lifestyle towards a more sustainable one, which has given measurement insights such as environmental awareness, for which the consumer already He is more an analyst of labels like those that read: “respectful with the environment”, because they believe that it is more of a marketing hoax than really a certificate that proves their commitment to the environment.
It has become necessary for brands to work on actions through which the work carried out in the market can be better defined, where there is an interesting insight to take into account and it is what dictates the change in consumer perception. around a habit, in order to make decisions that are forcing brands to rethink categories such as the offer of sustainable products in which they participate.
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