Sustainability, Vegan

Vegan can be too vague when it comes to marketing, the FDRA/First Insight survey found. CREDIT: COURTESY OF FDRA

When it comes to sustainability marketing, terms like “eco-friendly” and “recycled” resonate, but “vegan” can be too vague for consumers who want to know details about the product they are buying.

That’s according to a survey conducted by Footwear Distributers and Retailers of America (FDRA) and tech firm First Insight. The groups polled 1,000 shoe shoppers nationwide, posing questions around sustainability marketing language, claims — and what consumers prioritize around sustainable product, processes and company goals.

‘Eco-friendly’ is the most preferred description among consumers, with 46% of survey respondents recognizing this term. About 37% named ‘sustainable’ as the key term, while 27% gravitate to “responsibly sourced.”

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