Making it clear: An environmentally friendly message

COMPARED to the Western markets, products with environmental protection benefits or featuring environmentally friendly packaging materials are still rare in the China market. Yet diseases resulting from environmental pollution increasingly concern Chinese consumers – the second-greatest fear after food safety for about half of surveyed respondents (47%) – indicating opportunities for manufacturers to start to exploit in this area, reports Consumer Trends 2015 from Mintel.

Despite these fears, however, as only 7% consider “helping to protect the environment” as one of the most important factors contributing to a healthy lifestyle. Neither have these concerns translated into actual purchases – buying environmentally friendly products is not yet in people’s priority list.

While Chinese consumers appreciate the effort companies make an effort to protect the environment, there is an obvious hurdle which companies will need to leap over when marketing eco-friendly products to consumers.

Sending a clear message

Manufacturers will need to increase the relevant perceptions and attractiveness of the ethical claims. They also need to establish the link between being environmentally friendly and real benefits, e.g. protecting people from health threats, better quality, saving time/money, etc., in product communications in order to increase relevance and attractiveness.

Three successful examples of sending such a clear message come from Kao and Organic People for household care products, and Knorr for food and drinks, according to Mintel GNPD.

Smaller package and fewer rinses When Kao who launched its concentrated laundry detergent product “Neo” in Japan a few years ago, it emphasized its key marketing message of “environment protection” with a smaller package. The concentrated product is sold in a size 2.5 times smaller than the previous package, allowing Kao to tell consumers that they can help reduce packaging waste as well as save on product cost and storage space.

A one-time rinsing claim also engaged consumers in the effort to save water and protect the environment, which was well received by Japanese consumers.

Zero hazardous chemicals In Russia, an organic washing gel from Organic People highlights the benefit of being “safe to use” hand and machine washing of all types of fabrics. According to the manufacturer, unlike classical washing powder, the environmentally friendly product does not contain hazardous chemicals, including parabens, SLS, EDTA, NTA, phosphate, phthalate, phenol, sulphate, formaldehyde, synthetic fragrances and colors, and has been manufactured under the supervision of the European Institute of Environmental Certification.

Responsible sourcing Knorr has launched range of soups, “Knorr Secrets de Grand-mere”, which leverages the credibility of experienced chefs to justify that the “responsible use of agricultural resources” ensures the flavor and quality of food. Chefs are convinced that a responsible use of agricultural resources contributes to offer delicious and excellent quality products, Knorr claims; because of this, a Sustainable Agriculture Partnership has been created to allow a respectful exploitation of the lands, and a controlled use of the resources which is needed to cultivate the ingredients.