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A Guide to the Benefits of Switching to LED Lights

With a world of information at our fingertips, it’s very easy to quickly fact-check, look up reviews, analyze the pros and cons, and make an informed decision about what you want to buy. A growing trend of increasingly educated consumers who don’t just take a company’s word and do independent research, means a shift in how these demographics are marketed.

This is especially true of “green consumers”, those who are consciously trying to minimize their environmental impact through selecting products with sustainable and ethical origins. Making sure that your environmental credentials are robust and well-documented is the way to catch the eye of this customer.

Educated Consumers and Environmental Credentials

Research into ‘green consumers’ shows that a company’s commitment to improving and taking steps in the right direction is very important—you’re not expected to be perfect. People also report being somewhat distrustful of companies’ claims about their environmental impact, and greatly appreciate some kind of third-party certification. They are also eager to learn more—so a strategy of consumer education and outside confirmation of your eco-credentials is key.

Case study: LED Lighting

Think about LED lighting, for example. Developments in technology mean that LEDs are a viable but eco-friendly solution for lighting homes, offices, and more. With a lower environmental impact, all the way through from production, to use, to end of life (recycling), and a lower energy bill for the consumer, it’s not difficult to see why these are the way forward. However, some consumers will always need a greater push to change from the status quo.

Getting the message across

Communicating the environmental and personal benefits of your product and your company’s ongoing commitment to sustainability needs to be transparent and rooted in fact—only tell emotive stories if they are authentic.

  • Cite the facts so that consumers don’t have to go looking for them. LED lights last 30 to 50 times longer than standard incandescent bulbs, a 36-watt LED bulb produces the same amount of light as an 84-watt incandescent bulb—and overall, you can reduce your carbon footprint by up to 70% by switching to LEDs. Who can ignore that?
  • Independent certification is also really important. It really helps to validate the claims you are making. 76% of the public believe it’s the best way to verify a product or company’s values and credentials.  For home appliances and lighting, LED bulbs included, the “Energy Star” symbol for energy efficiency is the place to start.
  • Price, quality, functionality, and style are the factors people look for in a new product. These decisions are very much made by the head—whereas sustainability and environmental impact tend to touch the heart. Making sure that pricing, style, and functionality of your product are competitive is the starting point—and then use your consumer education and certification to explain any higher costs.

In the perfect world, all products and services would be part of a totally sustainable and ethical supply chain. The fact is it’s not. So, for those of us making that commitment as a consumer or a supplier, being transparent and open is key.

[evoker_snippet]

Submitted by guest blogger Jackie Edwards.

Evok keeps you up to date with monthly insight on Home Building marketing trends. Click here to view more work from industry experts or scroll down for related articles.

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