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How to Market Sustainable Products

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Many companies overestimate customers’ appetite for sustainable products, flooding the market with offerings that don’t sell. The reality is, social and environmental benefits have less impact on purchasing decisions than basic product attributes do.

Consumers buy products to get specific jobs done, and onlythey find something that will do that will they look for a product that provides some social or environmental advantage.

Of course, that’s only if they value sustainability. Not everyone does, and marketers need to recognize that. Some customersdon’t care about it and view it skeptically. The three segments cannot all be approached in the same way.

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