How to Market Sustainability: ‘Recycled’ and ‘Eco-Friendly’ Resonate, But ‘Vegan’ Can Be too Vague

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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.”

Read the Full Article at Footwear News

shoes  consumer preferences  Footwear  online survey  consumer study  footwear news  Consumer Data  sustainability  recycle  FDRA  marketing  CONSUMER REPORT  Consumer Purchase Behavior  Consumer Survey

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