Value selling sustainability: Conveying the value of green products and services

How to effectively communicate value of green products and services

Customer surveys continue to emphasize the stated importance of sustainability in the purchasing process, however recent interviews with industry leaders across both B2C and B2B reveal a growing rift between consumers’ stated preferences and their actual behavior.

Consider a customer deciding between two products, we’ll call them Product A and Product B. Product A is openly more sustainable, but more expensive. Product B, while less expensive, is openly less sustainable. In our experience working with industry leaders, there has been a consistent finding: most customers choose Product B. Yes, even the customers who initially stated that sustainability was of high importance.

For companies that want to monetize sustainability, now more than ever, it is essential to be adept at value selling.