Will the company compete for "from 1 to 0", will the zero carbon economy be the next air?

Author:Cbndata consumer station Time:2022.09.02

This summer, the continuous high temperature and thermal radiation disease caused by many places have become a social topic. The news of the Arctic Circle wearing short -sleeved shorts appeared on the hot search. The extreme weather of the roasting mode makes people feel anxious. It is mentioned that the impact of greenhouse gas on the climate and the low -carbon environmental protection is imperative.

In recent years, many countries have introduced relevant policies to support clean energy and sustainable related products, and major investment institutions have also added requirements for ESG. Under the guidance of my country's carbon neutralization and carbon peaks, issues on how to achieve sustainable development have attracted widespread attention. After the business value of the enterprise achieved the commercial value from 0 to 1 Objectives and economic activities responsible for environment and society in different ways. More practical sustainability and environmental protection measures are moving from behind the scenes to the center of the stage, and more active appear in front of consumers.

So can environmental protection bring new opportunities to new consumer goods categories? Can carbon neutralization become a new track? How can environmental protection products get rid of the "IQ Tax" label and truly enter the life of consumers? In 2022, the screen brushing the screen, known as "the hottest summer in history", how far is we from "zero carbon"?

In 2022, zero carbon food fire?

Carbon neutralizes milk, carbon neutralization, carbon neutralized milk powder, zero -carbon vegetables ... I don't know when, zero -carbon food is put on the shelves in the supermarket. For most consumers, this is still a new concept that needs to be popular science. What is zero carbon food? What are the characteristics of zero carbon food compared with ordinary food?

In essence, zero -carbon food mainly refers to the amount of carbon emissions generated during food planting, production, packaging, transportation and other processes less than or equal to zero. Environmental protection. Take the first domestic "zero -carbon" air bubble water recently released by the Vitality Forest as an example. The "carbon neutral certification (based on PAS2060)" issued by the certification agency in Hexin, which is also the first carbon neutralized certificate issued by the bidding Hexin in the field of beverage consumer goods.

Vitality Forest White Peach Flavored "Zero Carbon" Bubble Water Picture Source: Qi Qi Black Board Newspaper News

In the food and beverage industry, the carbon footprint of the production process involves the process of getting production and processing from raw materials to the process of distribution and tail treatment. The calculation of the full link is long and complicated. The results of the row letting consumers see that the certification logo on the packaging has become the most powerful endorsement. Therefore, the carbon neutralization certificate is equivalent to a "ID card". Only by authoritative institutions certification is the real zero carbon product.

The second feature of zero -carbon food is the increase in cost. In the production link, in order to achieve the goal of carbon emissions, enterprises need to upgrade the production equipment and technology. In addition, it takes time and cost to obtain carbon neutrality. These require a lot of energy and financial resources. This is why in recent years Most of the carbon neutralization cases in the food industry are concentrated in giants. At present, the carbon neutralization and certification costs of organic vegetables and organic milk in the market are borne by the enterprise. The supply chain and consumers do not have to pay for this certification.

When zero -carbon food is no longer just a concept, the competitive food and beverage market seems to see a new dawn. Some surveys have shown that over 70 % of consumers are willing to pay premiums for sustainable products, but now domestic certifications for zero -carbon agricultural products, carbon neutralization and food still lack relevant regulations and standards, which has also led to some irregular phenomena. Consumers also have a crisis of trust. Therefore, although zero -carbon food this year has penetrated into various categories, in the long run, it takes a certain amount of time to truly enter everyone's daily life.

At the same time, how much does the brand still need to get "green value" and "golden value"?

In addition to zero -carbon food, there are many brands in other industries in response to environmental slogans, thereby launching "environmentally friendly" products. This should have been a good thing, but in reality, we found that when companies talk about environmental protection, consumers sometimes not only do not buy it, they will be spit and question.

For example, in May this year, the Paris family launched a pair of "tattoo shoes". The shoe body was full of flaws and dirt. Some places were even rotten, saying that netizens called "beggar shoes". It is the price of such a pair of shoes as high as 1850 US dollars (about 12,000 yuan). The Parisian family claims that this is a limited edition sports shoes designed to promote environmental activities. "It is necessary to wear a lifetime", which reflects the environmental protection concept of opposing over -consumption.

Picture source: official website of Paris Family

However, it is reported that these shoes do not actually use special environmental protection materials or recyclable value. A pair of shoes that do not use environmental protection technology to the bottom value is not worth 12,000 yuan. Is the brand for environmental protection or for marketing? The controversy of environmental protection from the Parisian beggar shoes has also followed. Is the environmental protection product launched by luxury goods?

In fact, luxury goods and environmental protection have always been "accumulated". In the early years, PETA (treating animal organizations) pointed out that luxury brands will use the increasingly scarce mink and crocodile animal fur in large quantities, and criticize this. Later, the luxury industry thought of artificial fur, but environmentalists also pointed out that the chemicals used by artificial fur also have great pollution to the environment. For decades, luxury goods and environmental protection have been "bullish", and the luxury industry has also been popular in recent years. Today, not only a luxury brand, many popular brands have also begun to launch an organic cotton and hemp series, hoping to rely on environmental protection labels to achieve the purpose of pleading public, expanding customer bases, and protecting the earth. We do not know the proportion. At the same time, there are more than one example of beggar shoes who are ridiculed by the group. When the brand is majoring in environmental protection brand, what is consumer thinking?

1. Consumer entanglement: To be environmentally friendly or cost -effective?

How much impact will environmental premium in the purchase behavior of consumers? At the end of June 2022, Deloitte issued a global consumer situation follow -up report. Data monitoring showed that compared with September 2021, as of March 2022, in more than 12 countries/regions, consumers who purchased sustainable goods or services were purchased or services. The proportion declines, and the high price of environmental products is the primary factor that hinders consumers' purchase.

Just like zero -carbon food, environmental protection products have also put forward higher requirements for technology in the production process. In addition, the utilization rate of recyclable materials is low, and the cost of environmental protection packaging materials is higher. In addition, because consumers' awareness of environmental protection products is not yet mature, brands need to hit the concept of environmental protection through marketing, which will generate additional marketing costs and further raise prices. Two products that provide the same function, the price of environmental protection products is generally higher, which is also a problem faced by all environmental sports products: high consumption thresholds.

At present, consumers' acceptance of environmental protection products is different in different countries and regions. For example, the main concept of American shoe brand ALLBIRDS set a record of 1 million pairs of sales in two years with "wool shoes". question. For brands, it is necessary to formulate differentiated environmental protection strategies according to the development level of different countries and the public's purchase behavior.

Image source: allbirds Tmall flagship store

In addition to high pricing, some environmental protection products that use special materials have also decreased in durability and shelf life. In the face of cost -effective, although the concept of environmental protection is important, it is not a must -have for consumption. Therefore, the premium of environmental protection products is actually a period of inevitable experience in lifestyle. Only some people put them into action first, driving more people to join. Until the green premium disappears, niche becomes the public, and environmental products can really break the circle.

2. "Fake Environmental Protection", "Show" ... Those "crimes" on environmental protection heads

Even if consumers are willing to pay a premium, environmental protection products are sometimes not as environmentally friendly as we think. For example, the paper straws can only be treated as general garbage and cannot be recycled. Its attributes in one -time and degradable, even not even compared to some recyclable plastic products. For plastic plastics, it will also exacerbate the environment of the environment in the process of cutting down, processing and manufacturing. In other words, paper straws, paper cups, wooden spoons, etc. can indeed reduce plastic waste, but it is not the fundamental way to solve plastic pollution.

Another environmental protection incident that repeatedly searched was to cancel mobile phone accessories. Since Apple, mobile phone manufacturers have gradually adopted a strategy of non -equipped chargers. Although major mobile phone manufacturers claim to be environmental protection, consumers have begun to question the real environmental protection behind the real environmental protection. Purpose. While the charger is removed and the transportation volume is reduced, the company also reduces the manufacturing cost and transportation cost. After buying a new phone, you still need to buy another fast charger, which brings a fast charging to the manufacturer New business of device. These social emotions caused by environmental protection will also allow consumers to start reflection. Once a large company starts environmental protection, the products in our hands may be "exploited"?

The high -flow dividend brought by environmental protection also made the brands want to move. Environmental protection and sustainable are promoted as a development concept. The phenomenon of "showing shows" and "fake environmental protection" began to produce: while inviting fashion people to watch the show under the banner of environmental protection, they burn the uniforms of universities. However, it was revealed that "eating online, eating meat offline". The abuse of concept makes environmental protection no longer pure. When consumers find that what they buy are neither cheap nor green, consumers will naturally start "anti -environmental protection". If such environmental protection events are becoming more and more frequent, environmental protection will become the target of public criticism. Therefore, environmental protection should not be reduced to marketing tools, allowing the product to return to itself, and transmitting brand value is the significance of consumption, otherwise it may play a "anti -effect".

3. "Does the money I spend really contributed to environmental protection?"

Lack of perception is also a blockbuster that hinders consumers' green practice.

We have heard too much "the purpose of environmental protection is not to protect the earth, but to protect ourselves" and so on. It can fall into everyone. Consumers' perception of environmental protection is actually very weak. Unlike planting a tree, it can be touched with one pair of disposable chopsticks. It can be seen that the emergence of various environmental protection products and concepts makes the environmental protection complicated and the environmental protection path appears to be blurred.

According to the "Low -Carbon Green White Paper" released by CITIC Bank and IPSOS, the respondents perceived the average perception of low -carbon operations of 76%, while the average practicing is only 32%. Insufficient feedback, etc., are the main reasons for the low practice of green and low -carbon life. When buying a piece of carbon neutralized underwear, consumers cannot clearly perceive what kind of positive changes this behavior will bring to the environment, and they cannot see the effect. It is a very important part of achieving low -carbon life of the whole people.

Picture source: CITIC Bank "2022 Low -Carbon Life Green Paper"

Another difficulty that hinders consumers' practice of green consumption is that it is difficult for consumers to obtain complete production information. For example, some fast fashion brands admire the recycling plan of the old clothing, but do not mention the large amount of pollution produced in the production process. Enterprises use recyclable drink cups, but they do not mention incomplete recycling and difficult to degrade the drink cup, and the pollution produces is also serious; because the material environmental protection allows consumers to pay a green premium, but the production process is not low -carbon. Enterprises transform complex environmental comprehensive issues into simplified labels, and consumers will further reduce trust due to the opaque environmental protection links.

At present, consumers are in a process of curiosity and hazy environmental protection. This is also a must for industry development. Consumers' perception of environmental protection also needs to be promoted by the company and enterprises. Improve public enthusiasm and information. For example, Alibaba launched the 88 carbon account, which not only brings together the carbon reduction generated on platforms such as hungry, rookie, leisure fish, Tmall and other platforms, but also encourages users to practice low -carbon lifestyle by incentives; CITIC Bank also The introduction of personal "green accounts" measures low -carbon reduction, allowing users to measure and trace the green low -carbon behavior of users. These are good attempts. Especially in the Z generation that fell in love with the second -hand idle resale platform, it has a high degree of acceptance of the circular economy and regards it as a trend of life. People add a low -carbon life.

Picture source: Alibaba 88 carbon account

How do brands do "green marketing"?

When it comes to environmental marketing, a classic case is the reverse marketing that Patagonia has done. In 2011, Patagonia's "Do n’t Buy This Jacket" activity launched in Heiwu was called on consumers not to buy it, but the sales volume rose sharply on the day and achieved unexpected results. During 618 last year, Patagonia used the same routine again to play the slogan "Buy Less, Demand More), and published relevant theme articles in the flagship store and public account, calling on consumers to consume rational consumption and" " 0 Waste shopping behavior. The article also introduced the various environmental protection programs and company recycling/maintenance services of Patagonia in detail, while promoting its brand environmental protection concept. This method of reverse marketing+brand penetration not only brings traffic and new customers to the brand, but also enhances the positive image of the brand in environmental protection, and has won the attention and goodwill of consumers.

Source: NOWAST3 Three more

Nowadays, the concept of environmental protection has become a keyword that will be mentioned by all walks of life. It is very easy to shoot an environmentally friendly Slogan that is environmentally friendly, and you can really impress consumers. So how should a brand give this topic a new perception and cognition and further enhance consumer action? In fact, domestic brands have also created many cases in recent years to learn from.

This year's 422 World Earth Day, the Blue Ribbon Ocean Protection Association jointly launched the "World Earth Day" environmental protection art exhibition- "No Whale Want to say goodbye to this".

Photo source: official Weibo

With the melting of a giant ice sculpture, the whale bones inside the ice sculpture, and the ocean garbage full of abdominal cavity are also displayed in front of people. The theme of this exhibition is also desperate. This is a whale that died of misdiagnosis of marine garbage. The marine garbage in the whale ice sculpture was recovered when the local fishermen were caught in fishing. This vivid art exhibition borrowed a strong visual comparison before and after the melting of a whale ice sculpture to warn the public: reduce the use of plastic products, do not discard garbage at will, but also saved not only marine life, but also a self -rescue of all human beings.

The marketing activities of Kuaishou also received the attention of all walks of life. Tens of thousands of citizens and tourists at the scene of the exhibition spontaneously went to check in. There were also tens of thousands of audiences watching online live rooms online. Many netizens took the initiative to share this in social media to share this in social media The environmental protection activities of the far -reference, and the topic of the event has also been on Weibo for 2 consecutive days. Through this activity, Kuaishou also successfully demonstrated its responsibility in public welfare, and also made more people realize that the fast -catching users in the fast hands were completed and completed a successful online and offline public relations marketing incident.

In terms of environmental protection marketing, it is still slightly empty by slogans and promotional videos. If the brand wants to broaden the environmental protection effect, it needs to give specific action instructions during marketing, so as to increase consumers' willingness to participate. This is a good practice in the "bags and bag cycle plan" of Mart × Capturing fish.

This year, the bubble Mart jointly caught a lot of fish to host a "let paper bag 'again and employment'". Consumers can use 5 S number without obvious stains and damaged old paper bags in the foam Mart for random. One -style corner cake. After the paper bag is recycled, it will be sent to the ozone disinfection cabinet that is sent to the Fish Factory for 90 minutes to eliminate killing. After killing 99%of the bacteria, the paper bag will be launched in the designated store and put it into use again. At the same time, Bubble Mart urged not to cause more paper bag consumption due to this exchange activity. Through this "idle bag cycle journey", the brand hopes that paper bags can be re -used and passed down on bags and bags. Environmental selection. Picture source: Bubble Mart Pop Mart

In addition, in addition to organizing offline activities, brands can also start from product, product packaging, production, logistics, recycling and other links to make changes, and can also win consumer recognition to a certain extent. For example, the new environmental protection packaging launched daily is "an environmental protection agency of 0.01 square meters". This series of products adopts the packaging form of plant fibrous membranes, and uses visual elements such as forests, glaciers, and oceans to directly convey the concept of environmental protection: Every time you eat a piece of chocolate, you have doubled the body and the earth.

In fact, the embarrassing dilemma that the brand is easy to fall into environmental marketing is that consumers often have such doubts when facing green marketing: Is this just a beautiful image created to sell things or really contributed to the environmental cause? The essence of its environment is still contradictory of the environmental benefits and the profitability of marketing. Therefore, when promoting green marketing, the brand needs to balance the relationship between the two. It can not only make reputation and make money. "Only in this way can companies benefit in environmental protection and continue to take environmental protection as a business for a long time.

Green -the background of consumption in the new era? Inventory of the "green meaning" of key industries

Under the "dual carbon" goal, on the one hand, the requirements of the state regulatory agency on carbon emissions on related enterprises are stricter. On the other hand, large enterprises may be responsible for social responsibilities, or in advance in response to environmental protection trends, etc. , Both have begun to start environmental protection. It is undeniable that once the brand's environmental protection performance is improved and recognized by consumers, the brand's image can be greatly improved, and eventually it will also lead to higher commercial income. This is why, even if environmental protection sometimes needs to sacrifice part of the interests, business giants have taken the lead in making an example, and even put the environmental sustainable development on the company's strategic height.