2. Tiny houses, small but nice
Another example that you might not immediately think of when it comes to sustainable consumption is the housing market. Because that sector could also change due to the increasingly aware consumer. A product that meets the values of the 4C model is the tiny house . Tiny houses are in fact mini houses of about 50 square meters on average. Their primary purpose is living. Logical actually, because what else do you need?
The idea behind this product, or even lifestyle, is that a tiny house is above all sustainable. Made of as many natural materials as possible and furnished as cleverly as possible. Even though it basically has everything you need in a house, it is impressive how this trend is 'sold'. Because: small and therefore less luxurious than what we are used to. Yet this trend also ticks all the boxes. It is not presented as a 'poor man's home' and the buyers are young, highly educated and above all modern people who, like many others, love beautiful things.
The emphasis in the communication about these tiny houses is therefore not only on their sustainability and cost-saving nature. If you search on Instagram, you will only see envious photos of beautifully furnished tiny houses that you would trade in your expensive, maintenance-unfriendly 1930s house in the city center for and move into immediately.
3. Examples in business
Of course, the business world cannot lag behind the 'sustainable' consumer. Yet it is true that companies that suddenly tell a sustainable story about themselves or their services or products numrat grek often end up in the news in a negative way.
Precisely because the sustainability story is too obvious in the marketing and PR strategy . Think of the 'Pure & Honest' label of Albert Heijn that was attacked because it was less honest than the consumer expected. It pulled the plug on the brand after six years and replaced it with 'AH Biologisch'. Or the 'Natuurstroom' of Nuon, which turned out not to be so natural .
It seems as if the marketing and PR surrounding sustainable products keep the story factual and do not want to make it too personal. This can lead to them being accused of greenwashing , of presenting themselves as greener or more socially responsible than a company or organisation actually is. They pretend to deal with the environment and other social themes in a considered manner, but this often turns out to be nothing more than a sham.
But how do you present such a story in a responsible and credible way? After all, you are positioning yourself as a non-sustainable organization out of the market. The solution? Integrate the sustainability theme into your corporate story. Don't make it a separate trick that is done because it is 'simply expected of you'.