Today’s News: Boots Companies Can Interact With Customers Over Sustainability
When it comes to problems that influence our world and our country,
Consumers are increasingly voting with their feet.
‘Citizen Shoppers’ urge businesses to do more than just offer goods and services,
They also want them to work to improve the environment.
According to NYU Stern and IRI, sustainably promoted products accounted for 50% of CPG growth from 2013 to 2018.
A survey from 2021 found that 78 percent of consumers are more likely to buy a product that is explicitly labeled as environmentally friendly,
Yet 74 percent of consumers said they often don’t know how to recognize them.
In 2019, the market for sustainable footwear was worth $7.5 billion, with long-term growth expected.
In many situations, brands have prioritized style and pricing over sustainability in their messaging.
However, customers are beginning to prioritize sustainability as a deciding factor.
Footwear companies can tap into this unmet need for sustainability by using a marketing strategy that emphasizes the environmental message while also providing a value exchange for customers.
Marketing Sustainable Products in a ‘New’ Way
Footwear companies are vying for a piece of the burgeoning direct-to-consumer (DTC) market,
Which has profited from the major shift to eCommerce over the last two years.
Many DTC shoe companies excel at leading with their message online.
Websites and apps are ideal for educating customers on more than simply color and size.
According to Allbirds Co-founder Joey Zwillinger, Allbirds was created with “an exclusive focus on using sustainable materials,”
And has a dedicated landing page listed on its homepage even before their store locator page is listed?
To appeal to environmentally conscious customers, brands don’t have to sacrifice their fundamental marketing strategy.
They simply need to make their environmental initiatives more visible.
Adidas, a massive company that has embraced internet channels as part of its direct-to-consumer focus, has developed an amazing sustainability marketing plan.
The shop has a dedicated part of their website dedicated to sustainable footwear and clothes, making it easy for customers to find,
And they mark products depending on their specific sustainable qualities, such as ocean plastic or vegan leather.
Don’t Limit Yourself to Shoes
Brands may go one step further by delivering a clear value exchange for customers who opt for sustainability,
Even if it is more expensive. Some firms are implementing sustainability themes that include the community, not just the ingredients in their products, into their loyalty programs.
DICK’S Sporting Goods offers a product store concept called Public Lands that is mission-driven to get people outside, appreciate the planet,
And be active while also striving to conserve; 1percent of respondents of all sales will go toward local and national conservation activities.
DSW, a shoe retailer, is another company that has incorporated sustainability into its brand identity in a way that visibly benefits environmentally aware customers.
On their website, the apparel recycling partner Soles 4Souls is the most prominent feature of the company’s concept.
Every store has a donation box that is clearly displayed and linked to the store’s rewards program,
Allowing customers to receive 50 points for each pair of shoes they donate, emphasizing the value exchange.
The supplier provides extra chances for sustainable innovation that aren’t limited to the product itself.
Last year, more than 10 billion single-use boxes were distributed, according to Nate Faust, CEO of Shop Olive.
Shop Olive, a six-month-old firm seeking to reduce and eventually eliminate single-use packing in the industry,
Has signed on shoe labels such as Hoka One One, UGG, Teva, Frye, Steve Madden, Sorel, Adidas, ASICS, and Saks Fifth Avenue.
Through tailored advertising, content, and even events, these programs provide the ideal opportunity to engage more customers.
Brands can build triggered promotions or tailored emails that focus on the parts that matter most as they learn which aspects of their messaging resonate best with each consumer.
For example, utilizing zero-party data acquired during the customer journey can assist firms in determining.
What type of sustainable messaging will resonate most, such as promoting carbon-neutral shoes or inviting somebody to a local charity marathon.
Doing Better Together
The nicest aspect about incorporating sustainability into an advertising message is that it allows customers to develop new, more intimate relationships with brands.
The majority of customers want to shop with companies that share their values, and sustainability is a value that will grow in importance in the coming years.
This will encourage conscientious customers to take more with brands if they believe they are helping the environment,
Especially if they receive value in exchange, such as exclusive content or special discounts.
When it comes to sustainability marketing, brands don’t have to start from scratch.
Caleres, the parent company of Famous Shoes and Dr. Scholl’s, released its first environmental, social, and governance (ESG) report next year as a model for these other companies.
The Footwear Distributors of America followed up with an industry-wide shoe sustainable guide to help businesses choose environmentally preferable materials (EPMs).
The problem is that firms must back up their rhetoric with actual sustainability,
Whether it’s through vegan leather, tree planting, or a full corporate transformation.
Consumers that are ready to do their homework will hold brands accountable if they do not carefully craft their messages.