⚡ Increase sustainable practices with this one trick!
Create marketing strategies that promote recycling and environmentally-friendly habits.
Hey!
It’s Vijay here. Welcome back (or welcome) to Kwerks. Here’s what you’ll find in today’s newsletter:
A behavioral science-based marketing tip, and
Some marketing wisdom. 😇
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In today's newsletter, we're exploring a psychological bias known as the "Afterlife Effect" and how it can be used to encourage more sustainable practices among your customers. By understanding this effect, you can create marketing strategies that promote recycling and environmentally-friendly habits. Let's dive in!
📈 Recommendation
Show customers the potential future life of your products through recycling initiatives and communicate the positive impact they can have on the environment by participating in recycling programs.
🎓 What do studies say?
A study by Jennifer Argo and Remi Trudel demonstrated that people are more likely to recycle when they are shown the potential future life of a product. Participants were presented with a paper coffee cup and asked to either throw it away or recycle it. The researchers found that participants were more likely to recycle the cup when they were shown an image of what the cup could become through recycling (e.g., a notepad).
🧠 Why it works?
The Afterlife Effect refers to the tendency of people to recycle more when they are shown the potential future use of a product after it has been recycled. By highlighting the positive outcomes of recycling, this effect can motivate individuals to engage in more sustainable practices and reduce waste.
The Afterlife Effect works because it taps into our desire to create a positive impact on the environment and our intrinsic motivation to participate in meaningful actions. By showcasing the potential future life of a product, we are more likely to feel a sense of responsibility and connection to the recycling process, ultimately leading to increased recycling behavior.
This effect can also be used by companies that create recycled products to boost sales. Show a before and after image to viewers to help them understand the impact that they are creating. Adidas did a great job at this when they launched a limited edition shoe collection made from ocean plastic.
Result: In 2020 alone, Adidas stated it made more than 15 million pairs of shoes with the waste product and collected alongside Parley almost 7,000 tons of plastic waste.
They also do a fantastic job at communicating the impact being created.
🔧 How to implement this?
Showcase product transformations: Use your marketing materials to demonstrate how your products can be transformed after recycling. This could include images, videos, or testimonials that highlight the potential future use of your products.
Offer recycling incentives: Encourage customers to recycle by offering incentives or rewards for participating in recycling initiatives. This could include discounts on future purchases, loyalty program points, or donations to environmental causes.
Educate customers about recycling: Provide clear and easy-to-follow instructions on how customers can recycle your products. This might include information on your packaging, website, or in-store signage. By making recycling simple and accessible, you can increase the likelihood of customers participating in recycling initiatives.
🧙🏽♂️ Kwerky marketing wisdom!
"Marketing is the art of getting people to change their minds or to maintain their mindsets if they’re already inclined to do business with you." - Nilofer Merchant, business consultant and author.
Marketing is essentially about influencing people's behavior and decision-making processes. We can use emotional appeals in our marketing messages to create a stronger connection with our customers and influence their behavior. So it’s essential that we understand the psychology of persuasion, including the principles of social proof, authority, and scarcity.
Cheers,
Vijay | Kwerks