As a society, it goes without saying that sustainability and social consciousness have become increasingly important. Yet at the level of individual positive action, appearances count far more than deeply held personal convictions. Marketing data constantly feeds us figures indicating that people are concerned about sustainability. However, for this data to be useful to brand managers, it’s essential to also consider the context in which environmental questions are asked. 

It shouldn’t surprise any of us that people want to be seen to be doing the right thing and making socially acceptable choices. If asked directly, how many people would say ‘No, I’m not interested in sustainability’? 

With this in mind, it’s important to look beyond these figures and understand real consumer behaviour when it comes to how purchasing decisions are made. While altruism and the desire to contribute to the greater good are commendable, the reality is that consumers are more interested in products and features that benefit themselves personally than those that help the wider community. 

To understand why personal benefits trump altruistic ones, we must first explore the underlying psychology of consumer decision-making.  

Better understanding the true consumer mindset allows us to tailor more resonant brand strategies and messages to effectively communicate the personal benefits of sustainable choices. 

Let’s delve into the reasons behind this, with some examples and models. 

We know that individuals are driven by self-interest and seek products or services that fulfil their immediate needs and desires. This concept is, of course rooted in psychological theories, such as Maslow's Hierarchy of Needs. This tells us that individuals prioritise fulfilling their basic physiological needs (water, food, shelter etc.) before moving up the hierarchy towards social and self-esteem needs. In the context of increasing price rises for basics such as food and housing, it should come as no surprise that more altruistic benefits have moved further away. In the context of sustainability, consumers are more likely to be motivated by personal benefits that directly impact their well-being rather than abstract concepts like environmental conservation. 

We also know that people prioritise immediate gratification, rather than having to wait! 

Looking at the following examples we see how personal benefits can drive consumer behaviour when it comes to sustainability: 

• Energy-Efficient Appliances: Consumers are more likely to purchase energy-efficient appliances because they offer cost savings through reduced utility bills. While the environmental benefits are significant, it’s the direct financial advantage that first captures consumer attention. Environmental bragging rights reinforce the purchase decision. 
• Eco-Friendly Skincare Products: Skincare products that use natural and organic ingredients not only benefit the environment but also offer personal advantages, such as healthier skin and reduced exposure to chemicals. These tangible benefits resonate with consumers on a personal level, leading them to choose sustainable options. There is also a nature bias at play in these decisions, where natural = good and chemical = bad. 
• Ride-Sharing Services: Ride-sharing services like Uber and Lyft promote car sharing to reduce carbon emissions. However, consumers are primarily attracted by the convenience, affordability, and time-saving aspects of these services rather than their environmental impact. 

Whatever the category, a product or service will only be considered if it will fulfil a consumer’s key needs.  Who is going to buy a snack that doesn’t taste good? Or a cleaning product that doesn’t remove dirt? 

So what messaging should I use? 

While altruism and concern for the wider community are admirable values, we must recognise that consumers are primarily driven by self-interest. To effectively promote sustainable products, it is crucial to highlight the personal benefits they offer while still acknowledging their positive wider impact – be that on the environment, their community or society as a whole. 

By focusing on the psychology behind consumer decision-making we can craft targeted messaging that appeals to the consumer’s need for personal advantage, first and foremost. That’s not to say that environmental considerations don’t matter to consumers. But brands must be sincere in what they promise, avoiding a ‘greenwashing’ mentality. And while no single message or action can save the planet, nudging behaviour that supports self-interest does accumulate to set consumers on paths towards more positive choices.

By helping consumers to do a little good, we can encourage the widespread adoption of products that support sustainable practices and create a positive impact for both individuals and society. 

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