Let’s have a ‘green’ talk (no, not that kind of green 🙂
No matter what you want to believe, even for GenZ, sustainability is not a deciding factor when it comes to buying a product.
When building an eCommerce brand, sustainability alone doesn’t drive sales. While consumers may express concern about environmental issues, their buying decisions are primarily influenced by performance, value, and your brand story.
For Japanese knives, the ace is their renowned sharpness and precision, offering an experience of effortless, perfect cuts. Price comes next, but it’s about selling value – explaining why a £250 knife outperforms a £25 Ikea one in longevity and cooking experience. Story about our direct relationships with Japanese craftsmen, which ensures quality and adds depth to our brand narrative.
Sustainability should be your secret weapon, subtly woven into your story. But instead of shouting “green,” focus on offering best value, quality, craftsmanship (if e.g. products are handmade), and heritage. Tell the story of your makers (especially when it’s you!) and techniques, where sustainability naturally emerges as part of investing in long lasting products.
While your customers may appreciate the sustainability aspect, they’re buying because of superior performance and the compelling story behind the product.
