‘Sustainability’ is misunderstood by most consumers

Brandweek recently reported on a study conducted by marketing company BuzzBack that found only about one in three people were “familiar” or “very familiar” with the term sustainable and its meaning.

“It's this huge buzz term, but it's such a client term,” said Carol Fitzgerald, president of the market research firm told Brandweek. “So maybe there's a disconnect with consumers.”

An informal poll I conducted yielded even more troubling results. I e-mailed several colleagues, asking if they’re familiar with the term “sustainability.” The responses followed the same theme. Yeah, we’re familiar with it. And we know what it means in an academic context. But it means very little when marketers toss it around.

For them, the term “sustainable” is a cop out. Something that’s thrown into an advertising pitch to make people think companies care about the environment. Most folks aren’t buying it.

“If you’re going to claim something is ‘sustainable’ you’d better tell me how,” one of my friends said. “If it’s made from recycled materials -- or whatever -- you need to say it outright. We’re not stupid.”

-- Sarah

Comments

[Rose Getch]

Thanks all. I am so pleased that the Lawn & Garden Industry cautions everyone to "'splain what you mean, Lucy".

"Sustainability" is getting thrown around like "organically" and "green".

When someone says they are going to deliver something to me "organically", I ask them to explain and most times they are at a loss to do so.

"Green" --- has nothing to do with plants --- and some folks respond, "Huh, never thought about that!"

At least the L & G Industry is trying to keep folks on the straight and narrow. We should all try to do our part.

Rose, Director of Communications & Outreach
National Gardening Association (garden.org)