Recently, I discussed a movement from the traditional marketing model, the 4 P’s which is a very product-focused approach towards a more consumer solutions approach. The problem with a 4 – P model is it leaves out the most important P of all… People.
Here’s the thing about People. We are all the same, essentially. We all need food, shelter, water, and clothing. However, there are some significant social and ecological factors that influence the way in which we purchase, use or reuse products. People are complicated. We are influential and changeable. People drive the market. It is People who have smeared the boundaries of needs and wanted. To matters of circumstances and dreams. The ability to afford something or not. When you identify the consumer as a person, you recognize there are a plethora of influences on our buying behavior. Cultural issues, social issues, physical and situational issues are now a significant factor in how we consumer products and services.
Just how many people? Well, in 2013 we reached 7.125 billion people. With about 180,000 of those people moving into urban areas per day. 3 million of which will be leaving poverty and joining the middle class. The population of the world is growing at an alarming rate. To continue to consume our natural resources will no doubt one day be catastrophic. We honestly do not have the time or resources to be simply a product-focused world. Now we have to be focused on solutions to sustain all people and our limited resources. We can not afford to wait for another 10 -50 years to care about the planet.
“Sustainability has gone from a nice-to-do to a must-do.”
Steve Howard, Chief Sustainability Officer, Ikea
Sustainable Consumer Behavior
National Geographic’s Greendex Survey (Greendex), a comprehensive measure of consumer behavior in 65 areas related to housing, transportation, food and consumer goods, shows that sustainable consumer behavior has only grown slowly over the past eight years. Of the 18 countries surveyed the U.S. consumers’ behavior still ranks as the least sustainable of all countries surveyed since the inception of the Greendex study in 2008.
Americans are among the most likely to prefer disposable household products rather than things they must wash and reuse, and are also among the most likely to feel the extra cost of environmentally friendly products is not worth it to them. We are also the least likely to use durable bags when shopping. Americans are among the most frequent consumers of convenient (prepared/processed/packaged) foods. Least frequent consumers of fruits and vegetables and our consumption of beef are above the 18-country average. We are most likely to own, rent or lease a car and least likely to use public transportation, walk or ride a bike. The Greendex indicates consumers do care about sustainability but only after the day to day issues. After they get to work, get the kids to school, then they care about the environment. They want their sustainability behavior to be accessible, affordable, attractive, and useful. They also expect businesses to help and you can.
Sustainability Marketing is Empowering.
Have you heard of Firms of Endearment? They are a business that is concerned with caring and responsible practices; companies that are becoming more aware of serving the society around them, rather than being motivated only by profit. More companies now are building corporate cultures around humanistic values. They provide equal service to each stakeholder group: society, employees, customers, partners, and investors. Creating lasting loyalty and even earn a profit. Companies who invest in their renewable energy, using solar panels for example; over time will be able to generate their power at no cost. Businesses can take responsibility for their supply chain and factory workers. They can take responsible action for their water usage, use of raw materials, and still make beautifully, affordable, functional products that are sustainable. Businesses can lead the way and people want you to.
