To respond to incentives for sustainable products, manufacturers should focus on proactively communicating credentials at a product level in addition to corporate level.
To do this, focus on simple and transparent messaging that makes it easy for conscious consumers to identify the direct benefits of an eco-friendly device, both for them and the planet.
Energy labels should form a key part of this approach on communications within MDAs. The highest-grade energy efficiency labels doubled or even tripled their market share in Europe. Such a clear impact is true even in regions where purchases aren’t traditionally driven by sustainability considerations, such as India, thanks to the dual benefit of reducing cost for end-consumers.
Ensure communications go beyond solely energy consumption though, to create holistic eco brand perceptions. Be it use of green steel or recycled plastics made from ghost nets, any and all additional efforts need to be core to customer communications on a product.
There is also scope to boost customer engagement by creating complementary apps or monitoring tools that integrate with smart ecosystems and provide feedback on energy savings, as well as educate consumers on the most efficient appliance settings.
For SDAs, manufacturers may lean into a growing trend for products made using sustainable packaging alternatives. This is a strong area of innovation within hot drinks, where brands have invested in compostable, biodegradable or recyclable coffee pods. Already there is increased use of recycled plastic to make the body of appliances.
All this feeds into strong consumer conceptions around the eco-friendliness of a product.