A well-known brand of rolled oats is labelled “bio-friendly” and “GMO Free” but when you look at the packaging there is no proof or certification for these claims. A large fruit and vegetable chain advertisers “organic” vegetables in its spectacular display area but again all we can do is to trust in what they say. An award-winning supermarket outlet has point-of-sale information that declares its sustainable practices yet I have been trying to get them to stock paper cups instead of polystyrene for almost a year now without success.
Customers are flooded with messages about eco-friendly products and sustainable practices. The low-information consumer may not be bothered with these claims but customers today come in many shades of green and may challenge your message. Continue reading “Your customers quickly pick up whether what you say about your sustainability practices are true or not”