Consumers are increasingly voting with their feet when it comes to the issues that affect our world and our nation. ‘Citizen Shoppers’ entreat companies to not just sit back and sell goods and services, but to also work toward improving the environment around us.
NYU Stern and IRI found that 50% of CPG growth from 2013 to 2018 came from sustainably marketed products. There is a huge opportunity to capture additional share of wallet; in 2021, a study found that 78% of consumers are more likely to buy a product that is clearly marketed as environmentally friendly, but 74% of consumers noted that they often aren’t sure how to identify them.
The sustainable footwear market was $7.5 billion in 2019 with expectations of long-term market growth. In many cases, brands have focused on messaging around style and price over sustainability. But consumers are starting to focus on sustainability as a primary determining factor.
Footwear brands can capture this pent-up demand for sustainability with a marketing approach that makes the environmental message clear and that offers a value exchange for consumers.
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‘Re-’ Marketing Sustainable Products
Footwear brands are eager to capture the growing DTC market, which has benefited from the massive move to ecommerce during the past two years. One thing many DTC footwear brands do well is to lead with their mission online. Websites and apps provide the perfect platform to educate consumers on more than just color and size.
Allbirds, a leader in DTC footwear, was developed with “an exclusive focus on using sustainable materials,” according to Allbirds Co-founder Joey Zwillinger, and has a dedicated landing page listed on its homepage even before their store locator page is listed.
Brands don’t have to abandon their core marketing approach to appeal to sustainability-minded consumers. Rather, they just need to make their sustainability efforts easier to find.
Adidas, a huge brand that has also embraced online platforms in its DTC focus, has built out an admirable marketing strategy around sustainability. The retailer has a special section of its website for sustainable footwear and apparel so that it’s easy for consumers to find, and they label different products based on each one’s unique sustainable features — from ocean plastic to earth-friendly vegan leather.
Don’t Stop at Shoes
Brands can do one better by providing a clear value exchange for consumers that choose sustainability, even if it costs more. Some brands are integrating sustainability into their loyalty programs or incorporating sustainability concepts that involve the community, not just the materials in their products.
DICK’S Sporting Goods has a brand-new store concept called Public Lands that is mission-driven toward getting people outdoors, enjoying this earth and being active all while working to conserve; 1% of all sales will go toward local and national conservation efforts
Shoe retailer DSW is another example of a company that has added sustainability to its brand identity in a way that clearly delivers value to eco-conscious consumers. Apparel recycling partner Soles4Souls is the leading element of the company vision on their homepage. Every store has a donation box prominently displayed and tied into its rewards program, allowing consumers to earn 50 points for every pair they donate — driving home that value exchange to consumers.
The entire supply chain offers additional opportunities to innovate in sustainable ways that don’t necessarily involve the product itself. According to Nate Faust, CEO at Shop Olive, more than 10 billion single-use boxes were shipped last year. Shoe brands such asHoka One One, UGG, Teva, Frye, Steve Madden, Sorel, Adidas, ASICS and Saks Fifth Avenue have signed on for Shop Olive, a six-month-old company that is attempting to cut down — and eventually eliminate — single-use packaging in the industry.
These programs provide the perfect opportunity to involve more consumers through personalized campaigns, content and even events. As brands see which elements of their messaging resonate most with each consumer, they can create triggered promotions or customized newsletters that focus on the elements that matter most. For example, using zero-party data collected during the customer journey can help brands determine what kind of sustainability messaging will resonate best — from promoting shoes that offer a zero-carbon footprint to inviting someone to a local charity race.
Doing Better Together
The best part about adding sustainability to the marketing message is that consumers form new, more personal connections with brands. The majority of consumers want to shop with brands that are aligned to their values, and sustainability is a value that will become increasingly important in the years to come. This will prompt caring consumers to share more with those brands if they feel that they are giving back to the earth, especially if they are getting value in return, from unique content to special discounts.
Brands don’t have to start at zero when they get started on sustainability-oriented messaging. Caleres, the parent of brands such as Famous Footwear and Dr. Scholl’s, developed its first environment, social, and governance report (ESG) this year as a model for other brands. And the Footwear Distributors and Retailers of America built on this report with an industrywide shoe sustainability guide to help guide companies specifically around environmentally preferred materials (EPMs).
The challenge is that brands must ensure that their message is backed up with real sustainability — be it vegan leather, planting trees or a complete corporate overhaul. Brands must message carefully or be prepared to be called to task by consumers willing to do their research.
Laura Carrier, Retail Consultant to Sailthru, has experience at brands like Macy’s and Saks, providing an insider’s view of how to make the most of sustainability today.
