‘Good for the environment’, how can you, as a retailer or fashion brand, encourage consumers who are not yet interested in sustainability to make a more sustainable choice? Take a different approach and present the more sustainable choice as the smart and stylish choice. These are some of the recommendations in the Circular Communication Guide of the Expertise Center for Sustainable Entrepreneurship and Digital Innovation of Thomas More.
The tool was set up to help companies effectively bring circular initiatives to the market and was compiled based on research and interviews with fashion entrepreneurs.
However, while sustainability is seen as important by some of the fashion industry and also by consumers, it is rarely a major motivation for making purchases. “Many consumers buy clothing mainly because they like the item or because they feel good in it,” the communication guide states and has also been shown in previous research. “Emotional reasons outweigh sustainability arguments. It is therefore difficult to convincingly convey rational arguments surrounding sustainability.”
Although brands and retailers certainly need to bring more sustainable initiatives to light, sustainability is not always used as the core of communication. This communicates that the more sustainable choice is an attractive and practical alternative, but also a smart choice. The elements of price, quality and wearing comfort do play an important role in the consumer’s choice. Consider, for example, Zeeman’s Economical tagline. This focuses on being frugal with your money, but also frugal on the planet. It presents sustainability as a smart choice for the consumer’s wallet.
In addition, clothing is also a very emotionally charged product. Clothing is used to show personal style and express identity. For example, instead of responding to the fact that second-hand clothing extends the lifespan of an item, we can respond to the fact that the consumer acquires a unique item. This changes the charge of the item and gives the consumer a special feeling, which is often linked to buying a new item. Capitalizing on the ‘style’ element is seen, for example, in the Vestiaire Collective campaign which uses the phrase ‘Classic never goes out of style’ for their range of second-hand products.
It is important not to forget that many consumers are still unfamiliar with more sustainable alternatives. The choice of second-hand is becoming more and more known, but repair services, rental and, for example, take-back promotions are not yet so widespread in consciousness. That is why the communication guide recommends making access to these alternatives as easy as possible. Not only in stores, but also online and on the company’s social media pages. Make sure that clear information is provided here about how it works, so that the consumer can make an informed choice.
Providing transparent and authentic information is important. What does the company mean by ‘more sustainable’, what is already going well and where do you still want improvements, etc.?
All this should help motivate consumers to opt for more sustainable options. That this choice is no longer like must feels, but that the consumer actually feels this want to.
The Circular Communication Guide can be viewed free of charge via Thomas More.
