Younger generations are increasingly interested in buying products that are eco-friendly and otherwise sustainable. They grew up in a world that told them about climate change, overconsumption, and waste. As a result, they largely want to do something about it, to make the world a better place. This is, of course, good news for companies that make and want to sell reusable products. Now, you just have to know how to promote them.
Highlight Resource Conservation
The first step to promoting your product’s reusability to Gen Z is to discuss the issue of resource conservation. Every disposable item on the shelf at the market uses resources. From the raw materials, like plastic, paper, or aluminum, to the chemicals required for manufacturing the item, most of these resources are finite. That means that as more are produced, more resources are running low.
However, when you remind your target audience that your products don’t use resources at the same rate, you win. With items like reusable plates, straws, and storage containers, your consumers can feel good about not using up earth’s raw materials. For women, you can showcase the tons of resources saved when they buy period underwear and no longer have to purchase boxes of tampons or sanitary napkins.
Showcase Waste Reduction
The flipside of resource conservation is waste reduction. As businesses use fewer resources, consumers will have less waste. Every time someone buys a disposable bottle of water, disposable plastic bags, or sanitary napkins, those items will inevitably end up in the trash. Even if they go into the recycle bin, they’ll likely end up in a landfill somewhere, and more resources get wasted.
You can build on the fact that your company is using fewer resources by pointing to the fact that this means they (the consumer) will be dramatically reducing their waste. They won’t have to toss sanitary napkins in the bin or flush tampons down the toilet anymore. They won’t be chucking endless water bottles into the recycle bin and hoping for the best. They’ll likely have less trash and recycling over a longer period of time, which is something to feel good about.
Emphasize Lower Greenhouse Gas Emissions
These first two points come together to ensure lower greenhouse gas emissions. Most Gen Zers sat through at least one showing of Al Gore’s documentary, An Inconvenient Truth, in class. So they understand the connection between depleted resources, increased waste, and the greenhouse gas emissions that are destroying Earth’s ozone layer. Gen Z tends to drive less, walk, ride bikes, and take public transportation more. They’d love to hear what else they can do.
That’s where you come in. You can emphasize the fact that, because your product is reusable, it requires fewer resources, creates less waste, and helps lower greenhouse gas emissions. A simple thing like a reusable water bottle can reduce greenhouse gas emissions by 79%. This is because of the production and the waste of reusable water bottles. This reality holds true for virtually any product that does not require mass production only to then be thrown in a landfill.
Point to Cost Savings
To scale way down from the bigger picture, you can also help Gen Z see the benefit to themselves. They don’t have to only care about saving the world at the expense of their own self-interest. Purchasing reusable items is good for them on an immediate personal level as well. Where? In their wallets. Think about it: a single bottle of water can cost at least a couple of dollars. In a year’s time, that could add up to hundreds of dollars.
A reusable item can last for years. Whether it’s a reusable water bottle or period underwear, you can buy it once, take good care of it, and save hundreds of dollars. Even in the worst-case scenario of washing the items every day in an inefficient washing machine, you’ll still come out ahead when it comes to cost. Plus, you’re less likely to have to spend money at the last minute if you take your item with you, so there are additional savings there as well.
Focus on Increase Product Value and Reduced Reliance
Finally, there’s a sense of pride Gen Z has that is a bit of a nostalgic harkening back to the good old days of their grandparents and great-grandparents. It’s the pride in owning items of high quality that will last for a generation or more. The days of cheap consumer goods are quickly being ushered out as younger consumers become frustrated with poorly made items. They’ve become disenchanted with being unable to rely on the products they buy.
You can engage their nostalgia by fulfilling the promise of your product to be more than just reusable. Emphasize the fact that reusable means reliable, high quality, and long-lasting. Gen Z will likely even be willing to pay a bit more if they trust they’ll still be using this item, your water bottle, your period underwear, or your food containers, years or decades from now. It’s a selling point that really does sell itself.
In the end, Gen Z is more environmentally conscious than the generations that came immediately before them. They’ve grown up in a world screaming at them to be eco-friendly and take responsibility for their purchases. Amid all the calls for boycotts, your company can be the one Gen Z goes running to and tells their friends about. All you’ve got to do is show them what your products are made of — quality, sustainability, and a deep love of the Earth.
