2020: Those trends no one talks about! Green influence (3/3)

From green branding to real green influence

For brands, the challenge of 2020 mainly is to bring back trust in the dialogue with consumers. And what is more trustworthy than an ethical, responsible company?

In fact, 92% of consumers are ready to trust a company involved in social or environmental issues. 65% of them are even ready to buy a product that is better for the planet, if the opportunity is given to them.

Yet, only 26% of these same consumers – quite motivated on paper – are not turning their purchase intentions into real buying acts.

So, let’s see how influence marketing can help curious, hesitating and convinced people to become involved consumers?

 

In 2020, the consumer wants to make a good deal and a good deal

Even though 74% of CEOs already claim to follow a sustainable strategy, communicating on these actions remains a challenge, even in 2020. Brands can provide ethical and innovative efforts. Yet, they still struggle to be heard.

Why? Because the consumer wants to buy better products, but wish (even more) to be reassured on their purchase at any moment. 12 million active users are therefore scanning their food on the Yuka app (or other app), before purchase, just to be sure that que product that is labelled “good for them” really is. Other consumers read labels and composition of their drinks, clothes or cleaning products. 

This tells us that the consumer is, more than ever, willing to listen to the brands’ discourses. Yet, it also remains very vigilant.

In fact, 82% of Americans admit they have felt abused by labels at least once. 43% of them are also convinced that brands are ready to lie on their values to boost their sales.

These insights explain why packaging ‘green’ nor ‘good’ is not enough anymore on its own.

 

Marketing in 2020, will mean educating better beyond packaging

The first thing that any consumer does, is to look for any clues of an eco-friendly product. Is it reusable, recycled, biodegradable, fairtrade produced? Though even if this is, there needs to be a trusting relationship beyond the wrapping part. Why is that? Because the fear of greenwashing is never that far from green marketing experiences.

The consumer knows it is tempting for a company to claim that it is sustainable. It is easy to push forward labels – even when the real impact of the business is not so planet-friendly.

To benefit from good communication on this green transition, leaders of opinions help to support efforts and limit bad buzzes.

 

Each transitioning company can benefit from influence marketing

‘Green influencers’ – or ‘sustainable influencers’ – have definitely their role to play in years to come. Passionate, involved, educated on the matter, they are contact-points of high-value that can teach without preaching sustainable behaviours.

These influencers are relatable and trusted who are mainly careful when choosing which brand to work with. They often look for similar values and are interested in topics like zero-waste, organic lifestyle and minimalism.

More and more macro-micro-nano-influencers are getting on the green train.

Beauty and Lifestyle influencers now refuse to get any PR packaging that does not respect their no-waste policy. The content changes and includes: “Shop My Stash”, “Decluttering” and “Anti-Hauls”. 

Other categories of influencers like Fashion or Fitness will prefer, co-creating items in partnership with brands. Of course, this is another to activate communities around quality products or services regarding ecology. The advantage remains the same:  translating values that are common to the brand and the influencer’s work

 

Finally

Among all the 2020 trends, green marketing will certainly have the most impact on the consumers’ habits. The green transition is essential to nurture the brand capital in the long run, stay in the game and build good credentials.

In fact, the brand credibility is fragile today. Everytime a consumer picks a product up on the shelf, it checks its packaging out. This desire of information is great, though tricky. It can turn curious minds into consumers, but also turn consumers into disappointed tribe.

By putting the educational part of the product into the influencer’s hands, the dialogue is to be quite different. As he (or she) is perceived as an expert and an authentic individual, he (or she) will be able to decipher information, explicit content and make much more sense to the targeted audience.

Therefore, green marketing mixed up with influence marketing may be a smart combo to watch out.

 

If you want to know more about influence – nano, micro or green – please contact us!

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