Issue link: https://viewer.e-digitaledition.com/i/1131148
TRENDINSIGHT Do you think brands that have sustainability strategies should advertise it? Do you think the brand's in-store packaging should mirror their strategies? "Absolutely. Let people know what makes it sustainable instead of just declaring it sustainable." FEMALE 48 "DEFINITELY! It makes a difference in the brands I choose." FEMALE 42 "Yes, sustainability is a good thing that I believe is good for business. Many customers will be more attracted to the company if they knew about these strategies. It can only help, and it cannot hurt." MALE 27 "Absolutely! I never hear about brands I like being sustainable! I'm curious to learn more." FEMALE 27 "If they focused on marketing their sustainability they would likely sell more without needing to raise prices." MALE 39 "They should go full transparency and tell us exactly how much more sustainable and how they are accomplishing their claims." FEMALE 38 "I am glad people care about the environment, but unfortunately I do not because life is too short for me already." FEMALE 22 "Marketing would get the attention of those who do care about it." MALE 31 "Sustainability is a great marketing point currently, and it should always be advertised." FEMALE 45 "How else would they separate themselves from the polluting competition? If you are not part of the solution, you are part of the problem." MALE 30 "It is very important to see what the company is doing for the world rather than just what they are making/selling." MALE 28 "The package is the first thing that you see. It can determine who and how many people purchase it. The packaging defines the product. If the product is eco-friendly, and that is something the brand represents, the packaging should be as well." FEMALE 36 "Yes, because it would counter-productive to show sustainability wrapped in plastic." FEMALE 48 "Yes. How will consumers know about the sustainability strategies if the packaging doesn't reflect it?" MALE 27 "Yes. No matter how eco friendly a brand claims to be I will not purchase the item if their packaging is made of plastic." FEMALE 30 "Yes, packaging should be hemp or biodegradable. Packaging is massively wasteful and builds up." MALE 27 "I absolutely believe that a brand's packaging should mirror their strategies, because otherwise it would be hypocritical." FEMALE 22 "Packaging is nuts. I am blown away with how much crap is created to sell clothing and other goods. In-store is far less of a problem than online." MALE 35 "It bugs me when an 'eco-friendly' product is totally over packaged. It seems hypocritical." FEMALE 28 "Packaging is often super-wasteful. Companies should take this into consideration." FEMALE 40 "Yes, I like packaging that can be recycled, reused, or used on its own as a product." FEMALE 33 "How about eliminating packaging, and convince me of the dedication to sustainability. It's ironic when 'eco-friendliness' is printed on single-use plastic packaging." FEMALE 38 "Yes. If they are trying to provide sustainable products, their packaging should reflect that and should not go outside those boundaries." MALE 38 Yes Yes No No 6% 5% 94% 95% We surveyed 106 active/outdoor consumers. Here is what they told us. See the complete list of consumer comments at trendinsightmag.com outdoorinsightmag.com 56 • Outdoor Insight • June 2019