Issue link: https://viewer.e-digitaledition.com/i/1131148
Trend Insight Consumer is a feature within Outdoor Insight that delivers research conducted on the MESH01 Platform. MESH01 collects data from a select panel of sports enthusiasts. For information on the Mesh01 Platform, contact Brian Bednarek at 603-766-0957 or brian.bednarek@ mesh01.com. For more information on Trend Insight Consumer and how your company can participate, contact Jeff Nott at 516-305-4711 or jnott@formula4media.com. SUSTAINABLE AND ECO-FRIENDLY PRODUCTS are a major talking point for outdoor brands at the moment — with good reason. In our exclusive research on these pages, we surveyed more than 100 active/outdoor consumers about their thoughts on sustainable products, the marketing of these products, and about their own role in the sustainability discussion. Ninety-five percent of consumers told us that brands that are working to be sustainable should advertise it. Seventy-seven percent told us they would be willing to pay more for an eco-friendly product. Yet 44 percent said they place "very little" consideration on the eco impact of the packaging and shipping of products they buy online. Consumers also weighed in on the retailer's role in the sustainability equation. See our back page for those interesting replies. n e survey, conducted by MESH01, included 106 active/outdoor sports participants, men and women, aged 18 to 55. CARPE TRENDEM Consumers Weigh in on Sustainability S E I Z E T H E T R E N D ! We surveyed 106 active/outdoor consumers. Here is what they told us. Yes No TRENDINSIGHT Is sustainability/eco-friendliness an important factor for you when selecting apparel, footwear or gear to purchase? Are you willing to pay more for a sustainable/ eco-friendly product? How much more would you be willing to pay for a sustainable / eco-friendly product? 10% 62% 23% 77% 27% 26% 26% 16% 11% 20% Not Important More than $20 Somewhat important Very Important $5-$10 Not willing to pay more $10-$15 $15-$20 "Yes, I consider this when comparing items, but it needs to be obvious on the tag or marketing that these products are eco/sustainable, otherwise it is difficult to differentiate between competitors." MALE 30 "It's not important to me because I need quality, and sustainability is not often known for quality." FEMALE 48 "Eco-friendly is second on my list of important things to think of when making a purchase. Comfort is the most important thing." FEMALE 32 "I'm not convinced that all sustainable products are 'greener.'" MALE 42 "To be completely honest I buy clothing based on the way it looks. If I see something that catches my eye, environmentally friendly or not, I'll purchase it." FEMALE 29 "It is becoming increasingly important. I currently feel like many things are called eco-friendly as a selling point, but I suspect the sourcing is insignificantly more sustainable and that they will behave insignificantly differently in the landfill. If I had actual reason to believe that something is truly sustainable/eco-friendly, then yes. But I am highly skeptical of most that make this claim, as I suspect it is largely a marketing ploy to appeal to people who want this." FEMALE 38 "I like it, but the product has to be appealing without it." FEMALE 33 outdoorinsightmag.com 54 • Outdoor Insight • June 2019