Price vs. Planet. A False Dichotomy

As COVID-19 has exacerbated financial challenges, many companies face a potential conflict between their financial needs and their environmental commitments. This is particularly true when it comes to offering affordable, eco-friendly products. To navigate this challenge, marketers should focus on incorporating eco-friendly values into affordable products, making it easier for consumers to make environmentally responsible choices. This approach can not only help protect the planet but can also facilitate brand differentiation and deeper relationships. Moreover, marketers should not treat this as an either/or proposition, but instead, understand that consumers want to save money and the planet. By finding the right balance between value, convenience, and sustainability, brands can help bridge the value-action gap and make eco-friendly choices the default.