How to target your digital CX for sustainability

Sustainable fashion is arguably still relatively early in terms of mass market adoption: the majority of consumers state a desire to shop more sustainably, but at the same time most report inertia and confusion in actually doing so. We know strongly motivated customers (aka early adopters) are willing to go out of their way to educate themselves about their choices and research sustainable brands in depth, but expecting the same behaviour from the mass market is unrealistic while things are still tipping over.

As we saw in our recent report, there's much brands can do to better embed sustainable information and circular experiences across their existing customer journeys. However, there is also a clear opportunity to better target digital CX strategies to different audience segments, by adoption level, and brands will need to decide where they want to position themselves if they want to engage their target customers with their sustainable offerings.

While sustainable clothing brands tend to have a clear circular proposition and message, many mainstream retailers reviewed in our report appear to be making only peripheral efforts to help consumers find and access more circular products and services. It is clear that some brands are consciously targeting specific consumer segments when it comes to sustainability, whereas others may be defaulting to a particular position by virtue of not doing anything special at all.

We plotted the 30 retailers we audited along a classic adoption curve, based on where their CX and messaging suggested they are positioning themselves. Of course this is based only on approximate outward perception and may not reflect the actual intent of the brands, but that aside it's clear some have executed on the implied positioning well (SportsShoes, River Island) - others not so much (Asics, H&M). Zara, Next, Sports Direct, Lululemon for example are only plotted against the last segment because they are making very little discernible effort to position towards any level of sustainably motivated customers, thus they will naturally appeal to those who are disinterested in the topic (i.e. the late majority and laggards).

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So what can retailers do to position themselves more clearly, and better engage their target audiences? By understanding the behaviours and motivations of each segment, and tailoring customer experience design accordingly, brands can communicate their sustainable products and services in a manner appropriate to the journey their own customers are on. For example:

Innovators & early adopters

• Behaviours: Sustainability champions. Will research and actively seek out sustainable brands, and may be more willing to overlook pricing or accessibility barriers. Positive sustainable impact is enough of a value exchange.
• Targeting strategies: Prominent sustainability messaging in advertising and content marketing. Search optimisation around sustainability terms. Transparent, findable impact reporting, and clear material and supply chain information
• Brands doing it well: Baukjen, Teemill/Rapanui, Nudie Jeans, Tentree, Finisterre, Neem, Patagonia

Early majority

• Behaviours: Conscious consumers. Will consider sustainability as part of existing shopping habits, but need a clear value exchange to choose sustainable products and take up circular services.
• Targeting strategies: Clear labelling and consumer-friendly descriptions for sustainable products and materials. Optimisation of product search. Compelling benefits for using circular services, reinforced at key decision points and post-purchase.
• Brands doing it well: SportsShoes, River Island, Selfridges

Late majority & laggards

• Behaviours: Indifferent or actively resistant to sustainable options, preferring to stick with products and brands they are familiar with. Unlikely to change shopping behaviour and will only adopt sustainable products as they become the mass-market norm.
• Targeting strategies: Optimising ease of use for circular services, removing barriers to access. Normalising language around sustainable product options. Focus on quality and positive pricing over reinforcing negative impacts.
• Brands doing it well (-ish): John Lewis, Nike, Asos, H&M

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It's also worth noting that with time and as adoption progresses along this curve, sustainable products and circular services will (hopefully) become normalised and ubiquitous across the industry. As consumer expectations change, the strategies needed to stand out against the crowd will also change. But whatever the timeframe for this, brands that plan ahead, drive the agenda and keep pace with increasing adoption will be those that thrive.