How to Market Sustainable Products

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1:10This example brings up a key point for marketers. Sustainable features usually take a backseat to basic product attributes. In their HBR article, two professors from IMD Business School present a new framework to tackle this challenge. They emphasize that customers typically fall into three categories. Those who highly value sustainability, those who moderately value it, and those who don't care or are even skeptical. Each group needs a different marketing approach and it's crucial to ensure that the sustainable features don't compromise the product's core benefits. According to the authors, the big takeaway is understand your audience and cater your marketing strategy to them.

1:54They suggest making sure your product performs well, first and foremost, and then highlighting the sustainable features. With this approach, you'll likely appeal to a broader range of customers and set up your product for success.

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