Shifting Society’s Views on Sustainability

Someday, maybe in the not too distant future, every kind of product and service we consume will be purchased with the knowledge that all of its various components from inception to the end of its life cycle will be part of a continuous and sustainable loop that does no harm to the planet. That is to say, the “take – make – waste” way of linear thinking that has been the prevailing method for conducting business over the past one hundred-plus years will have shifted to a place where sustainability is the only way of doing business.

For some people, if such a radical change in business practice were to occur, it would have come only as a result of determined environmentalists “winning” their argument where protecting the environment trumps any notion of potential losses or curbing freewill in the marketplace.

Today, at least in the US, there is a clear divide between those who are seeking and proactively working towards a sustainable future and those who aren’t interested or are skeptical about anything that is “green”. The new triple bottom line known as “People, Planet and Profit” is a real daily mantra for some companies while others seem focused on short term goals. What will it take to change these attitudes for consumers and businesses?

In the past, most big changes that shifted consumer attitudes were due to tenacious advocates such as Ralph Nader’s huge efforts in 1965 for mandatory seat belts in cars, or twenty odd years later when independent consumer groups demanded that McDonald’s stop using styrofoam in its Big Mac clam shells because they contained harmful CFC’s.

In both instances the changes were made and, in the case of the automobile industry, safety went on to become a major pillar in its marketing plans. And now, with the rise of social media, the ability for individuals to create change can happen instantly. However, there still is a divide among consumers that often mirrors political lines.

For instance, during the past ten to twenty years there has been a growing segment of the population that views the planet as a finite and exhaustible resource. This is of course true, but for some people it’s not an issue because there is no definitive end-date. However, whether it’s twenty years or five hundred years from now, the earth will eventually give up all of its retrievable non-renewable resources. The overriding message is that “dwindling resources and a rising population [will] mean we need disruptive change.” So what can be done to get everyone on the same page?

The shift in consumer thinking may be realized sooner than we think and it may occur on several fronts where different consumer segments, separated by differing political views and agendas, may all agree if only by accepting different messages and ideas that each arrive at same end-result.

In a new study on consumer “worldview thinking” the Shelton Group and John Marshall Roberts have revealed greater insight on how and why people react to sustainability messaging. According to the study, “there was a need to understand the why of sustainable consumer behavior in order to move sustainability messaging forward with more resonant and motivating communication.” The study focused on the premise that consumers typically fit into four predominant categories that are “specific, habitual ways of looking at the world that helps answer the why of consumer behavior.” The study found that consumers are either skeptical or indifferent on the one hand or they’re seeking information or actively participating in sustainable behaviors on the other.

By understanding these attitudes and behaviors, researchers are able to identify the kinds of customized messaging that will resonate and appeal to each consumer’s particular “worldview thinking”. For skeptical or indifferent consumers their attitude towards sustainability may be negative unless they can fully realize the idea of “what’s in it for me” which most often takes the form of competition and the need for social acceptance. Where as consumers who seek more information will be motivated by how sustainability affects the greater well being in their community; and for those who are actively involved the message should be about being pragmatic and empowerment.

With these consumer insights in hand, marketers can craft messages that focus on the needs, desires and values of each category of consumer and get them to agree and buy-in with their ideas. The notion of sustainability will mean different things to different groups and individuals and as long as there is a real, tangible benefit that adheres to their beliefs then there is a good chance that our attitudes will all change for the better.