Shoppers Like ‘Recycled’, ‘Vegan’ Too Vague – Footwear News

When it involves sustainability advertising, phrases like “eco-friendly” and “recycled” resonate, however “vegan” might be too obscure for customers who wish to know particulars in regards to the product they’re shopping for.
That’s in line with a survey performed by Footwear Distributers and Retailers of America (FDRA) and tech agency First Insight. The teams polled 1,000 shoe buyers nationwide, posing questions round sustainability advertising language, claims — and what customers prioritize round sustainable product, processes and firm targets.
‘Eco-friendly’ is essentially the most most well-liked description amongst customers, with 46% of survey respondents recognizing this time period. About 37% named ‘sustainable’ as the important thing time period, whereas 27% gravitate to “responsibly sourced.”


Meanwhile, customers view the time period “recycled” as essentially the most sustainable materials that manufacturers ought to spotlight and market.

But different advertising buzzwords can truly gasoline confusion, together with “vegan.”

“Consumers need extra info on why a shoe is definitely sustainable. They dislike obscure phrases or advertising buzz phrases they see as simply extra noise,” mentioned Andy Polk, SVP at FDRA.

Polk defined that 72 % of these surveyed mentioned it’s not sufficient simply to say “vegan.” “They needed to know if the supplies have been plastic or plant-based. Vegan truly isn’t a highly regarded advertising time period with buyers usually, and I believe folks might wish to rethink their advertising methods if they need a broader client base shopping for their footwear. It ranked final once we requested customers to rank what they thought have been essentially the most sustainable supplies in footwear,” he famous.
Other key findings from the survey illuminated preferences round supply choices — the two-day DTC delivery mannequin versus a extra eco-friendly delivery technique which may take three days or extra, however could be higher for the surroundings.
“80% of respondents mentioned an incentive (a reduction code for future buy, $1 off the present buy, or reward factors) would get them to decide on a extra eco-friendly delivery technique,” Polk defined. “This is de facto essential as a result of most corporations don’t even make a suggestion and proper now with delivery prices growing, this might present corporations a method to scale back prices and be extra sustainable.”

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