How do I convince the customers to consume responsibly?

Elizabeth Pastore-Reiss, chief executive officer of GreenFlex, and founder of Ethicity, book eight tips to companies to encourage the change of their consumers.

In a context where the gap is widening between the consumers most reluctant and committed, I propose three levers and eight boards to give the many the desire for a responsible consumption. I rely for this on the typology of 2015 the French, that we establish for the past 11 years on this theme.

Explain the meaning and the importance of responsible consumption

1. Communicate constantly

The reflex of the general public are still not acquired. The gestures of daily consumption, for example, are in decline (energy, sorting, etc). If businesses and public authorities continue to communicate and inform, the trend will continue. But attention, it involves providing very concrete examples of these different audiences, without the injunctions that might offend, and to strengthen the resistance.

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2. Highlight the benefit to everyone

More than ever, the consumer changes if there is an interest. Three benefits stand out, which have a cumulative effect :

- health is the most powerful factor for all those, especially those, that are for a more responsible consumption. Eat well - with a goal of prevention - is essential for the more committed (more organic, less meat, etc).

- fun to consume account for people with low purchasing power. The least sensitive to sustainable consumption - "When times are tough, eating is a way of doing good": 30.8% in 2015, up 4.5% compared with 2014 - are in the act of consuming a form of compensation. Others, more committed, looking for a "different": they are in the sharing economy the means to re-establish human links and to discover in the do it yourself pleasure from do it yourself (diy, sewing, cooking...).

The price is an important criterion for them to change their behavior the most refractory. For 20% of them, the only tangible evidence of economy could make it change a habit. By contrast, which account for the more involved is "the right price". They are willing to pay the social value and environmental product, if it is well put in value.

Mobilize the largest number

3. Engaging through social networks...

... and by the fun, especially for young people. To share, to show reciprocity - the company is doing this and you doing that, we contribute as a whole - is essential for the more committed: "I like to buy the products of brands that are committed to socially and environmentally" collects 54% of the vote. In a society where everyone is more confidence to his friends and to his peers, to companies and institutions, the social networks have obviously a key role to play.

4. Show that others like you do

One-third of the least motivated of them say: "It doesn't help that I work for the environment if others don't". The fact to interact with others, participate in group dynamics visible in his circle, in his neighborhood or in his company, in short, the small strokes of the thumb, are incentives that are insufficiently deployed.

5. Talk to women

Our study shows that women are more sensitive to the arguments of the health, well-being, social and environmental values of the products. They strive to find consistency in their consumption. Some seek to balance their daily life by taking time and living the privileged moments (gym, yoga, etc).

6. Show reciprocity

Yes, dear consumer, you are asked to act responsibility, but be aware that we, as businesses, we should also do what we committed to do! Everyone expects a participation of the other, and it dwindles fast when under the impression that the other does not follow. Companies, therefore, to mediate, to highlight the results of collective action, showing what the efforts of each individual contribute... to act so by showing the dynamic. It is in these conditions that the confidence in the business, often suspected a priori, can feed in the time.

Improve the supply and quality

7. Segment a offers easier access...

... of use, repair, recycling or disposal. The French want more simplicity throughout the life cycle of the product or service. To achieve this, companies must return to the essential function of the product and strengthen the offer and its advantages according to the segments of the population. The novelty for the novelty may seem unnecessary. On the other hand, most of the offers are fair, there is a demand for

8. Invest in quality

Quality of the product, traceability of the components, social contribution and environmental product... consumers are the most engaged are more attentive to the traceability of products (up 10% in one year). They are willing to pay more expensive as soon as they are guaranteed the original quality and ingredients of the product, where the increased success of the short circuits or markets.

By Elizabeth Pastore-Reiss, chief executive officer of GreenFlex, founder of Ethicity.

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By Elizabeth Pastore-Reiss, chief executive officer of GreenFlex, founder of Ethicity.