The Sustainability Badge of Honor

- By Rob Smith

When I talk with clients about sustainable design many times the discussion goes like this.

Does it cost me more? I answer, it very well could. Doesn't organic food cost more?  Well, I don’t want to pay much more for sustainable products.

In June of 2014, Nielsen conducted a global survey and asked the same question.  The global results are over half (55 percent) said they would pay extra for products and services from sustainable companies. Meaning they make sustainable products.

Note the United States and Europe have nearly 50 percent less people willing to pay more for sustainable products. Maybe the rest of the world has a more direct connection to the planet than us.

The real question is just because people say they will pay more, do they follow through or is it lip service?

Enter Walmart

Last month Walmart announced customers shopping on-line can use the Sustainability Leader shop.  Walmart evaluated companies and gave them a Sustainable Index.  If they rank number one in their category (household and pets, etc.) their products are available in the Sustainability Leadership shop.

One can argue about the details of the ranking system, but you can bet your favorite Walmart greeter the industry giant will use the data. When a lower priced similar product is available will online shoppers pay more to be green?

The Walmart data will provide interesting info into our habits. Once we understand if, why, and how people make sustainable buying decisions we can deal with the next question.

Don’t you expect to pay more for a product where the manufacturer did not pollute the air and water of the planet?