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.”