How should one consider the topic of plastics in our discussions? The University of Sheffield’s research team has been investigating the impact of language on the perception of plastics as well as its potential to promote reuse and effectively combat plastic pollution.
This study covers various aspects, including marketing strategies, labelling practices, and everyday conversations.
Manufacturers and retailers should be aware that consumers are now well-informed about greenwashing. The research indicates that consumers consistently responded negatively when they identified greenwashing practices.
In contrast, companies that effectively communicate their values with honesty and are perceived as ethical receive a highly positive response from customers. The research goes on to suggest that organisations prioritise their environmental values and then effectively communicate them to consumers.
Consumers typically spend a minimal amount of time, roughly 10 seconds or less, studying the labels on packaging. It is crucial for companies to ensure that any environmental messaging they include on a label is clear and concise.
Additionally, this implies that labels are unlikely to effectively communicate more intricate communications, such as an organisation’s environmental values or the societal benefits of reuse and recycling as a whole. There are numerous more effective ways to express these concepts, such as online platforms, television and print advertising initiatives, podcasts, and more.
It is strongly encouraged that companies be thoughtful in their choice of communication methods with customers and carefully select the appropriate tools for every particular assignment. If a company includes too much green messaging on a label, there is a high chance that it will either go unread or lead to confusion and an adverse impression of the brand.
It is widely understood that using simple educational language is the most effective approach when attempting to influence the behaviour of others. Encouraging pro-environmental behavior is particularly important in this context.
According to the research, it has been found that consumers frequently experience a sense of being overwhelmed by the magnitude of the climate crisis and a feeling of powerlessness in terms of taking action. However, one area where individuals can make a quick and real difference to the environment is by recycling and reusing plastics.
It is essential to convey this message using simple language that emphasises clear instructions and easily understandable information. Once again, it is important to note that businesses often have a limited amount of time to engage with their customers. Therefore, putting simplicity first is crucial.
The language choices one makes, no matter how small, have the power to convey stories about the opinions of the world. These narratives, in turn, play a significant role in shaping our culture and communities and thereby depict large organisations and companies as powerful entities.
In order to effectively prevent environmental disasters, it is crucial that one begins to share new narratives that challenge and reshape existing roles and assumptions. The research has discovered that businesses frequently utilise storytelling techniques where they assume a role similar to that of a parent while portraying their clientele as children. Manufacturers and retailers often portray themselves as being responsible for various actions and emphasise their commitment to assisting, empowering, and supporting customers.
That said, the research data also revealed that customers do not perceive their interactions with these companies in the same way. They believe that they are the ones responsible for putting in significant effort to recycle and reuse packaging in a responsible manner. They feel that it is not their responsibility to clean up this mess, and they aren’t encouraged or empowered in their efforts. Rather, many people frequently have feelings of anger towards retailers and feel overwhelmed with the existing reuse and recycling structures.
A better approach to discussing plastic reuse and recycling could be to acknowledge customers as influential individuals who play a crucial role in helping companies address plastic waste through their selfless choices and actions. Presenting consumers as ecological heroes and drivers of change is a more effective approach that is likely to resonate with them and result in lasting changes in their behaviour.
Companies often hesitate to use negative language in their communications with customers since it has been a longstanding belief in marketing and advertising that positive language is always more effective.
However, a simple observation of the current condition of the world’s oceans reveals that this language is useless in influencing pro-environmental decisions. Recent research suggests that the efficacy of positive messaging may be limited to specific situations and goals.
Using positive language is highly effective when trying to appeal to people’s higher-level reasoning. For instance, it can be used to persuade individuals to engage in tasks such as reuse and recycling, which are generally beneficial. Positive language is also useful for effectively communicating a company’s environmental goals and values. Negative language can have a greater impact on influencing specific, practical decision-making.
However, it is not encouraged to utilise alternative methods of negative framing in order to influence immediate decision-making and physical behaviour. For example, a negated message such as Don’t forget your container! is more likely to effectively remind people to reuse plastic compared to a positive message like Bring your container to the store for refills.
