B2B Advertising and marketing Instructions: Sustainability Advertising and marketing

(That is the second of three posts coping with the usage of environmental claims in advertising and marketing communications. In my first submit, I described the present political backlash in opposition to some ESG-related insurance policies, however I additionally famous that public help for shielding the setting stays widespread, in accordance with current analysis. This submit discusses why environmental claims in advertising and marketing have not labored in addition to some analysis findings recommend they need to.)

The present political backlash in opposition to ESG-inspired insurance policies and applications is prompting many advertising and marketing leaders to query the knowledge of together with environmental claims of their advertising and marketing campaigns.

Past the political danger, entrepreneurs should additionally decide whether or not the usage of environmental messaging will enhance advertising and marketing efficiency and drive income development. On this subject, the accessible proof paints a blended image.

Sustainability Advertising and marketing Is Working . . .

The Sustainable Market Share Index(TM)[1] (the “CSB Index”) produced by the NYU Stern Heart for Sustainable Enterprise gives compelling proof that advertising and marketing merchandise as sustainable ends in substantial market share development.

The CSB Index is predicated on gross sales information from Circana for 36 classes of client packaged items (CPG) merchandise (excluding alcohol and tobacco). Collectively, these 36 product classes accounted for roughly 40% of the full US CPG market in gross sales from 2013 – 2024.

The 2024 version of the CSB Index discovered that:

• Merchandise marketed as sustainable held a 23.8% market share of the full US CPG market, up 2.6 share factors from 2023, and the market share of sustainable merchandise has elevated 9.2 share factors since 2013.

However a Substantial “Say-Do” Hole Exists

David Ogilvy, the legendary promoting govt and founding father of Ogilvy & Mather, as soon as stated:  “The difficulty with market analysis is that folks do not suppose how they really feel, they do not say what they suppose, they usually do not do what they are saying.”

As I famous earlier, current surveys have constantly proven that public help for actions aimed toward defending the setting and bettering sustainability is widespread, and related findings have been showing in surveys for a lot of the previous twenty years.

Nevertheless, quite a few surveys have additionally revealed a considerable say-do hole between folks’s acknowledged views and attitudes about sustainability and their precise shopping for behaviors. For instance:

• In a 2024 survey of greater than 3,000 US and Canadian adults performed by Ipsos on behalf of Public Inc., 76% of the respondents described themselves as “acutely aware shoppers,” however solely 38% of the respondents’ precise purchases had been made with consideration for social, moral, or environmental elements.

• In a 2025 survey of greater than 5,000 shoppers in Australia, New Zealand, France, Germany, the UK, and the US by Blue Yonder, 78% of the respondents stated sustainability issues are considerably or crucial when purchasing, however solely 29% had switched their model loyalty to corporations they perceived as exhibiting extra sustainable practices.

The say-do hole will not be a current growth. It has been showing in survey findings for at the very least the previous 15 years. For instance, in a 2010 survey by Cone Communications (described on this Forbes article), 80% of the respondents stated they had been prone to swap manufacturers to at least one that helps a trigger, though solely 41% stated they and bought a product within the earlier 12 months as a result of it was related to a social or environmental trigger.

Causes of the Say-Do Hole

The sustainability say-do hole may be attributed to a number of elements.

Social Desirability Bias

First, some surveys could have overstated public help for sustainability, at the very least to some extent, due to the social desirability bias. 

This bias refers back to the tendency of survey respondents to reply survey questions within the method they imagine will likely be seen favorably by others somewhat than the way in which they really suppose or really feel.

So, when a survey asks contributors whether or not sustainability is essential to them when making buy choices, some respondents are prone to understand that “sure” is the “proper” reply.

Failing to Seize Relative Significance

Many surveys additionally fail to seize the significance of sustainability in relation to different elements that affect buy choices. For instance, a survey respondent could in truth say sustainability issues are essential when making a purchase order resolution, when the fact is that sustainability is much less essential to the respondent than elements corresponding to product high quality, value, and comfort.

This phenomenon is obvious within the findings of a survey of 1,000 US shoppers performed by McKinsey & Firm in March of this 12 months.

The McKinsey survey requested contributors to price the significance they ascribe to seven elements when making buy choices. As the next desk exhibits, 72% of the respondents stated notion of high quality is extraordinarily or crucial, and 70% stated the identical for value. Nevertheless, solely 33% of the respondents rated environmental affect as extraordinarily or very essential.

Effectiveness of Environmental Messaging

The scale of the sustainability say-do hole can be affected by how successfully entrepreneurs talk the environmental advantages of their services or products. The persistence of a giant sustainability say-do hole signifies that entrepreneurs must make their environmental claims and messaging extra persuasive.

In my subsequent submit, I am going to describe the 4 attributes that make sustainability claims extra compelling for potential patrons.

[1] – Sustainable Market Share Index is a trademark of the NYU Stern Heart for Sustainable Enterprise

High picture courtesy of Sheri by way of Flickr (CC).