How Consumer Perceptions Drive Eco-Friendly Choices

As concerns about synthetic materials, excessive packaging, and carbon emissions rise, consumers seek sustainably produced and packaged products. But does this growing awareness lead to changes in purchasing habits? A recent survey reveals that it does.

Here are three key insights from the “U.S. Retail Sustainability Perceptions Benchmark” survey (eMarketer/Insider Intelligence) that can inform your marketing strategies:

1. Emphasize Promotion: Consumers are increasingly conscious of sustainability, but their decisions are often swayed more by brand perception than specific details. The survey indicated that brands actively promoting their eco-friendly credentials tend to be viewed as “sustainable” by consumers, regardless of their sustainability practices. This highlights the importance of effective branding.

2. Highlight Collective Impact: Many shoppers desire to support sustainable brands, yet when examining a single product or package, they may doubt the value of opting for an eco-friendly alternative, especially if it costs more. For instance, buyers might think, “With a billion toothbrushes sold annually, why should I spend $15 on a bamboo toothbrush? It won’t make a difference.” However, if you are a maker of bamboo toothbrushes, you might want to help shoppers consider the broader picture. If just one in ten Americans switches to a bamboo toothbrush and replaces it twice a year, for example, that results in 66 million fewer toothbrushes in landfills yearly. That’s a lot of toothbrushes! Help customers see the broader impact of their choices.

3. Offer Credible Evidence: Greenwashing is a significant issue in the sustainable market, where brands exaggerate their environmental friendliness. Consumers know that some companies exaggerate their sustainability claims, but they often lack the knowledge to identify such tactics. Take the initiative to substantiate your sustainability claims with concrete data and details. Whenever possible, use third-party certifications to enhance trust.

The takeaway? Consumers are eager to shop sustainably but may require guidance to make informed choices. Brands that offer them that guidance can win their trust and ultimately, their buyer loyalty.

Get Your Print Right! Have a Checklist

When we've done something often, it's easy to think, "I've got this," but familiarity can breed mistakes. Preparing your next print project is no different. While the details may change from job to job, much of the essential prep work does not. Using a checklist can be a vital tool for keeping things running smoothly.

Here are seven things every print checklist should contain:

1. Talk to us before getting started. Even if you've done this type of job before, it's always good to ask: "Is there anything special I should know?" You've heard the phrase, "The only dumb question is the one you didn't ask." It's true!

2. File Format Check. Ensure the file is in the correct format. In most cases, this will be a print-ready PDF.

3. Resolution Verification. Confirm that images are at the appropriate resolution (typically 300 dpi for print). Exceptions will be for extremely high-resolution artwork, such as high-end catalogs or coffee table books. The resolution will vary for wide format based on the display size and viewing distance. Talk to us about an appropriate resolution based on your application.

4. Color Mode Confirmation. No RGB images, please! Also, check that the color mode is set to CMYK for print jobs. Jobs submitted in RGB will go through an RGB-to-CMYK color conversion before going on press. It's best to design in CMYK in the first place so you have control over your colors, and there are no surprises.

5. Bleed and Margins. Unless the job is a bleed (in which the design goes to the very edge of the page), most jobs will have "trim" or margins set off by crop marks. The page is then trimmed down to the exact size after printing. Ensure the proper trim is set so you don't cut off important content.

6. Fonts. Ensure all fonts are embedded or converted to outlines to prevent font substitution issues.

7. Layer Management. Flatten layers if working with design software to avoid unintended edits or transparency issues.

This doesn't exhaust all the items on your checklist, but it should be a good start. Review our submission guidelines to make sure you've done your part. Then we can get busy doing ours!