¿Qué hacer si tus productos o servicios sostenibles no están ganando terreno en el mercado?

#Engage directly with your target audience through surveys, focus groups, or one-on-one interviews. #Evaluate your product’s features and attributes. #Assess the pricing strategy, if there’s a mismatch between the price and perceived value of your sustainable product, potential customers may hesitate to adopt it. #Tailor your approach based on these segments, some customers prioritize (greens), some moderately value it (blues), and others don’t care about it (grays). #Understand how sustainability interacts with traditional benefits - no impact on performance, dissonant (diminishes performance), or resonant (enhances performance), adapt marketing strategies. @continuous innovation is the key, stay agile and open to change.

If your sustainable products are not gaining traction in the market, you need to make it easy for consumers to understand your positive impact. One method that can help is to showcase your sustainability information at a product level rather than at a company level. Help customers understand what positive impact they can have by simply purchasing your product!

Whether they're sustainable or not, products (a term I use to include "services") should solve problems for consumers. If you're not gaining traction, then your value proposition --the reason(s) why consumers should choose your product over alternative solutions (or doing nothing at all)-- needs fixing. Perhaps your product fails to adequately address the problem. Maybe your marketing isn't making the target consumer sufficiently aware of the product. Or, the problem you've chosen to focus may not be of compelling importance to the target consumer.

A pergunta nos induz a pensar que "ganhar força no mercado" seja algo esperado, fácil. Este é o primeiro ponto a ser colocado aqui: Qualquer coisa, sustentável ou não, que se conceba do zero (ou não) no capitalismo como conhecemos hoje, é muito difícil. E caro! Nós empreendemos com a NAAtiva em um eixo de cosméticos naturais e sustentáveis. Nossa maior cliente é a mãe da minha esposa! Como competir com Natura? Com Boticário? Com Avon? Com Loccitane? Simples, não vai competir. Nossa bolha será restrita àquelas pessoas que tem consciência para investir em um empreendedor social, ou uma empresa liderada por mulheres, por negros, indígenas, etc. Dito isso, desconstruímos a ideia de uma fácil inserção no mercado!

Focus entirely on your ideal client rather than on yourself and what you want to deliver. The first step is getting in the door, and you can only do that if you're addressing a problem that is keeping them awake at night. Otherwise you're just selling a "nice to have" - and those aren't business priorities. Once you're in the door then you can build the relationship and potentially sell more solutions, which may be closer to the services you'd ideally like to provide. A helpful mantra is "give them what they want in order to give them what they need".

If your sustainable products or services aren't gaining traction in the market, there are several strategies you can consider: Revisit Your Pricing Strategy: Sustainable products often cost more than their non-sustainable counterparts. If your prices are too high, it could be a barrier for customers. Certifications and Awards: Having your products certified by a recognized sustainability standard can increase their credibility and appeal to consumers. Remember, patience is key. Building a sustainable business is a long-term commitment and it can take time for consumers to change their buying habits. Keep iterating on your strategy based on market feedback and stay committed to your sustainability goals.

If your sustainable products or services aren't gaining traction then go back to the basic and see where your going wrong and try to check your business model and business strategic 1. Research your audience. 2. Gather feedback and adjust. 3. Highlight unique benefits. 4. Collaborate with partners. 5. Educate consumers. 6. Review pricing and distribution. 7. Continuously improve and be patient.

Based on market feedback and a thorough analysis of your current strategy, consider making adjustments. This might involve repositioning your products, refining your target audience, or altering your marketing approach.

Educating consumers is key to shifting behaviour patterns and purchasing to more eco-friendly options, but it won't sell your products for you. If sales are slow, you may have fallen into the sustainability storytelling trap where you're focusing too much on the eco credentials and not enough on the benefits to the customer. Behavioural science shows that we are subconsciously programmed to think eco-friendly products are worse quality. Focus your funnel and sales messaging on benefits and de-risking the purchase, and shift your impact/eco narrative to post purchase interactions.

Every product has a history behind him, and is your function tell her for your costumers. Marketing is the thing more important at this point, your public need to feel and see that they need your product and the benefits he brings for their lives.

O processo de educação é fundamental como base para uma sociedade mais consciente, independente do tema. Sou professor há 15 anos e desde que atuo na educação, percebo quão poderosa é esta ferramenta de transformação de pessoas. As atuais gerações já são mais sensíveis ao tema do clima, da saúde, do tabagismo, do álcool. Há mudanças e elas passaram, passam e passarão pelo processo de educação, invariavelmente.

Invest in educating consumers about the benefits of your sustainable products or services. Many people may not fully understand the value proposition of sustainability or how your offerings differ from conventional alternatives.

When choosing a collaboration partner it's important to make sure that your vision for the world and the impact you want to have is aligned. Also that you are aligned on ideal customer / client. It can also be helpful to explore whether you have shared values, and shared expectations of what good client service looks like.

Collaboration is indeed the key to deliver the services on the market and get traction. But before doing this, weight wisely if you and your partner(s) share same set of business and personal values, becuase that will be very transparent in what and how you deliver. And, check the market, for being sure that you are not mistakenly addressing the wrong audience, or that you are in a captive market.

Eu dirijo um PodCast que se chama Floresta Encantada e que conta a História de Uma Floresta Educadora. Esse projeto acontece com crianças de uma escola pública de Cotia, de 5o ano do EF1. E é simplesmente impressionante a sabedoria que estas crianças tem e que nós adultos, tolhimos ao longo da sua jornada de criança, adolescente e adulto. Então, falando em sabedoria, amplio a voz da juventude e convido a todos para ouvir a poderosa mensagem das crianças para vocês, adultos. PodCast Floresta Encantada, Espero você por lá!

Consider partnering with other businesses or organizations that share your sustainability goals. Collaborations can help increase visibility and credibility for your products while reaching a wider audience.

Developing a strategic approach to sustainability partnerships can help you map both most relevant stakeholders and global processes that could educate and engage your consumers, policy leaders and business partners about your products and solutions.

Para inovar, é preciso conhecer a realidade e identificar um problema (dores). E solucioná-lo! Porém, entre a ideia (design) e o protótipo da solução, há um caminho a ser percorrido. A dica está no uso das ferramentas que conduzem esse processo, como o Design Thinking, a Teoria da Mudança, o Modelo C, Árvore de Problemas, entre outras.

Engage with partners in areas like design thinking and circular economy can help you see new possibilities for your products.

Continuously innovate your products or services to improve their sustainability credentials or address any shortcomings identified through market feedback. Innovation can help differentiate your offerings and attract more customers.

1. Share your sustainability journey with authenticity, highlighting the passion, challenges, and milestones that define your brand's commitment to making a difference. 2. Highlight real-world examples of how your products or services are creating positive environmental and social impacts, making the abstract tangible and relatable to your audience. 3. Utilize powerful visuals and engaging multimedia content to tell your story, making complex sustainability concepts accessible and emotionally resonant. 4. Encourage loyal customers to share their experiences and testimonials. User-generated content can add a layer of authenticity and trustworthiness to your brand narrative.

Agora, a hora é de deixar as máscaras caírem e expor a nudez dos seus propósitos. Sua trajetória diz muito sobre você! Amarrar esse enredo de forma envolvente, clara, direta e convincente, entretanto, não é uma tarefa fácil. Aqui, vamos novamente exigir conhecimento!

Use storytelling to communicate the values behind your brand and the impact of your sustainable products or services. Authentic and compelling narratives can resonate with consumers on an emotional level and build loyalty.

From my perspective, I would invest a lot of time and efforts into identifying the gap that is jeopardizing the success of the product. I see so many initiatives that end up being just a distraction and generating a lot of frustration because they are based on guessed decisions. Listen to your audience. Nowadays, there are so many tools out there that can help you connect with consumers. Maximize these tools! Just to mention a few: pools on Instagram; monkey survey; A/B tests; social listening... not to mention the companies that gather and analyze data from different sources. Think and plan before you act.