When all other categories see varying levels of brand involvement, it is only natural that the sustainability sector has its share of non-loyal switchers at the bottom and fully committed flag-bearers at the top of the pyramid. The problem, as I see it, is that most sustainable brands are caught up in courting the passionate few at the peak, ignoring a potentially large segment that sits right in the middle. When it comes to sustainable brands, there is a curious character that makes an appearance – the Low-Effort Sustainable Consumer.
As the name suggests, this individual seeks to make environmentally conscious choices without extensive effort or lifestyle changes. This individual is happy to make the sustainable choice, but at no extra trouble. Without requiring one to engage in too much complex decision-making or sacrificing convenience at the altar of sustainability. Characterized by preferences for products and brands that offer sustainability benefits seamlessly integrated into everyday consumption, this individual in my view has main-character energy.
As Larissa Elmor et al. (2024) have pointed out, contrary to many industry and governmental reports, most consumers neglect a product’s environmental impact during their decision-making process. This phenomenon is termed “environmental sustainability neglect,” and proves that despite their best intentions, people tend to overlook environmental sustainability entirely in purchase decisions giving more focus to traditional attributes such as price, brand or appearance.
It begs the question – Does it hurt if the environmental messaging is secondary? Call it habituation or neglect, the fact remains that sustainability is not yet one of the attributes that consumers consider spontaneously, even if they think they should.
With the best of intentions, making sustainable choices can be hard. Simple, yet additional, steps like having to fill out one extra form can become the difference between choosing your brand or going for the easier option. One extra step of mixing plain water to a powder is work for our harried consumer, regardless of how carbon-efficient it might be. These small, yet important snags have been labeled “hassle factors” in a 2021 UN Study. Whether real or just perceived, they can prevent actions from happening, even when the benefits are large or intentions are good.
For brands, this presents both opportunities and challenges. They must consciously embed sustainability into their products and processes in ways that minimize consumer effort. And then, make it easy for the consumer to make the right choice. This means focusing on ensuring that sustainable options are as accessible, affordable, and convenient as conventional alternatives. Consider the merits of using concise, benefit-driven communication that highlights ease, e.g., ‘Eco-friendly cleaning, no extra steps’, or ‘Sustainable packaging, same great taste, zero effort from you’.
Research reveals several key strategies for reducing barriers to sustainable consumption. An interesting direction as found by Gabriele Torma et al., 2018 says that consumers can use ‘self-nudging’ strategies, such as signing up for organic subscription services, which replace multiple small decisions with one high-involvement choice. Sari R. R. Nijssen et al., 2023 demonstrated that default nudges and simplified information can effectively guide consumers toward more sustainable choices, with default options being particularly powerful.
Brands also need to consider whether it is possible to circumvent the sustainability neglect barrier by focusing on the attributes that consumers care about, particularly for product categories that are sustainable and price competitive (e.g., reused or refurbished products). Celebrated brand Patagonia has embedded the sustainability message within brand quality, and the organic foods revolution has successfully used it to connect to health.
Important to remember also that the Low-effort Sustainable Consumer will switch out just as easily as they switched in, so brands must demonstrate authenticity and accountability. Avoid cliches. I, for one, am less suspicious when I read ‘Our new packaging reduces plastic waste by 70% per unit’ than the more generic ‘committed to a green future’. Superficial greenwashing risks eroding trust, so back up your sustainability claims with verifiable actions and certifications.
Brands that adapt by embedding genuine, easy-to-adopt sustainable practices into their offerings will be better positioned to capture and retain this evolving, and large, consumer segment. By prioritising ease and efficiency in the craziness of every day life, there lies an opportunity to win the heart of our main character – the Low Effort Sustainable Consumer!
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The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
