Page 9 - Envision - July/August 2020

Cover Story

FR OM W A S T E T O W O W

“ There’s strong evidence that

consumers gravitate towards brands that
“
share their social values.

change their shopping habits to reduce son’s face, and specifically the eyes. If an crack. “There are efforts to correct this,
their negative environmental impact. eyewear company becomes well-known but wood isn’t the easiest material to
for sustainability, this provides a strong work with.”
Matt Johnson, founder of the consumer signal, and adds additional value to the
behavior blog, Pop Neuro, and author of product. The quality of sustainable eyewear has
Blindsight: The (Mostly) Hidden Ways
Marketing Reshapes Our Brains, says Of course, quality remains important improved across all price points as
there’s strong evidence that consumers to consumers, who want well-made the sustainable material supply chain
gravitate towards brands that share their products they can rely on. And quality has become better developed and
social values, such as a belief in the im- has sometimes been a concern with ‘industrialized’, says Eric Carlson, Global
portance of environmental sustainability. sustainable eyewear. Brand Director at Smith. “Companies

“Not only can this engender long-term “Consumers who have had negative that use new materials are now refining
brand loyalty, but these shared values can experiences with green products may their base properties and production
galvanize demand to such an extent that think they’re less durable and harder to processes to reduce variability as much
they’re willing to pay more for them.” repair than regular eyewear,” says Diana as possible.
Monea, an optometrist with stores in
Part of the appeal involves social signaling, Calgary and Saskatoon. “Sustainable materials and processes are
he notes. “This is the idea that we can
communicate certain values in what we Gina Kay, co-owner of Cristall Opticians no longer seen as niche or R&D projects.
buy and wear. The potential for social in Toronto, says the biggest challenge, They are as viable as virgin material in
signaling is especially strong for eyewear, especially with wooden frames, is that almost all markets, thanks in part to
since we naturally gravitate to a per- they can be difficult to adjust and tend to consumer demand for better practices.”

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