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Sustainability & inexperienced worth chain for the tech & durables sector

Sustainability has turn out to be a necessity moderately than a ‘good to have’ for the patron know-how and durables sector. That’s why now’s the best time for manufacturers and retailers to leap – earlier than they’re pushed. 

It wasn’t so way back that sustainability was a comparatively area of interest promoting level. Solely a handful of manufacturers had been championing their eco-credentials, and acutely aware consumerism was in its infancy. Now, after all, that’s all modified. There’s now not any doubt that the social and environmental impression of a product performs a key position in relation to client buy choices. This in flip adjustments what folks will purchase, the place they’ll purchase and the way a lot they’ll spend. The patron know-how and durables trade isn’t any exception. 

Greater than three quarters (77%) of world shoppers now consider that it’s necessary that corporations take environmentally accountable actions, whereas 62% say they’ll actively select one model over one other due to its help for a specific trigger. You possibly can learn extra about client attitudes towards sustainability right here.


Compounding that is the rising regulatory stress on each manufacturers and retailers to take motion on sustainability, stress that solely seems to be set to speed up within the coming years. The truth is, in markets such because the UK, rigorous new environmental reporting requirements that require companies to reveal their impression to buyers are quickly set to come back into drive.  

In different phrases, there has by no means been a extra pressing time for corporations to behave. 

In opposition to this backdrop of demand from each their clients and governments, client know-how and durables have an unprecedented alternative to take a stand. In different sectors, equivalent to vogue or food and drinks, there are a raft of manufacturers already proactively advertising and marketing merchandise off the again of their inexperienced document. Lots of that are in a position to cost a premium because of this alignment with shopper values too (for extra on tapping into the premiumization development, learn our article right here). 

However within the client know-how and durables sector, this place available in the market remains to be up for grabs. Our client knowledge obtainable on gfknewron reveals that at present, only one.6 out of 10 washer manufacturers are thought-about eco-friendly, as an example.


The dangerous information is that this implies enterprise determination makers on this sector are lacking out on a golden alternative. The excellent news is that it’s all left to play for.  

The truth is, as stress ramps up, now’s the best time for a forward-thinking model or retailer to take motion. To ascertain themselves as a sector chief on sustainability. And to seize the primary mover benefits that go along with such a step. 

How can manufacturers cement a sustainable repute?

  1. Combine sustainability right into a product’s DNA
    A single eco-friendly product or marketing campaign gained’t minimize it. To realize true credibility, enterprise determination makers in client know-how and durables must weave sustainability by way of each side of their enterprise. That features every thing from sourcing, to advertising and marketing, to the nuts and bolts of their product portfolio. A dedication to sustainability needs to be factored into each determination or it dangers superficiality. That may’t be achieved in a single day, after all. It’s a fancy process that can require a collection of incremental adjustments by the C-suite over a time frame. However that doesn’t negate the urgency of constructing a begin now. 
  2. Prioritize credibility
    It is perhaps tempting in these preliminary levels when progress will be sluggish, however be cautious of utilizing imprecise advertising and marketing phrases or any unsubstantiated claims. Shoppers are more and more savvy on what constitutes a genuinely sustainable product and descriptions that represent ‘greenwashing’ can do appreciable hurt to a model’s repute. Even worse, it might probably see an organization fall foul of rising laws that focus on claims not backed up by proof. It’s much better to be clear and open with shoppers on the achievements to this point – and the place there may be nonetheless work left to do. 
  3. Think about the entire worth chain
    Simply as a single eco-friendly product gained’t obtain sustainability for the model as a complete, failing to think about all of the totally different components of the worth chain will stymie how a lot distinction an organization can actually make. Corporations want to think about the overall environmental impression of their worth chain – from sourcing and manufacturing to distribution, client use and disposal.   Somewhat than act in isolation, think about leverage partnerships elsewhere within the provide chain. That would imply a retailer working alongside its suppliers to scale back carbon emissions linked to transport. Or manufacturers utilizing their dialogue with finish shoppers to coach them on get rid of electronics in a extra sustainable approach. The choices listed here are fairly limitless. 
  4. Craft a ‘Sustainability+’ message
    There are many alternatives in client know-how and durables to align the sustainability of a product with its inherent performance too. In doing so it’s attainable to create a extra compelling ‘Sustainability+’ message, with higher credibility and resonance. In each main and small home home equipment, for instance, the standard and subsequently longevity of a tool has clear hyperlinks to eco-friendliness, requiring much less frequent substitute or restore. Combine this ingredient into any broader messaging across the eco-friendliness of a product.

Talking out on sustainability

Now’s the time for manufacturers and retailers in client know-how and durables to ramp up their efforts on sustainability. As client curiosity grows and regulatory stress intensifies,  corporations not solely must share their progress on environmental and social impression of their yearly sustainability experiences, however make sustainability a number one dimension of their strategic determination making. The profit? These C-suite leaders that leap earlier than they’re pushed will acquire the primary mover benefit.  

It has by no means been extra necessary to carefully monitor what issues to shoppers, together with their considerations about sustainability, utilizing instruments equivalent to GfK’s personal gfknewron. To debate your particular strategic challenges on sustainability and to drive your sustainability agenda, attain out to gfkconsult specialists.  

Study extra about methods and options that may provide help to navigate by way of the uncertainty of an already risky market.

Download our State of Consumer Technology and Durables Report


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