Two megatrends are currently shaping shopping behavior: e-commerce and sustainability. An FSC certification or advertising license makes it possible to combine both topics and thus increase sales.
Not least due to the corona pandemic, online shopping has become even more established. Even if the end of the Covid19 restrictions is in sight – convenient shopping from home or on the go has become indispensable. More and more consumers are making their purchases via digital channels – regardless of whether it is a new piece of furniture, groceries, fashion or garden accessories. At the same time, the importance of sustainability in purchasing decisions is increasing significantly. Buyers also pay attention to sustainable properties such as FSC certification when shopping online. According to a GlobeScan study from 2021, 80 percent of consumers in Germany would like independent certification for the sustainability of products and materials.
FSC certification stands for sustainable products
With a recognition rate of over 75 percent, the FSC certification is the most well-known sustainability mark among German consumers, right after the Fairtrade label. At the same time, according to a E-commerce study by statista.de increased by around a third to 49 billion euros from 2019 to 2020. The biggest players, each with more than one billion euros at GMV, are Amazon, Otto, Zalando, Mediamarkt, Saturn and Lidl.
It is exciting that the companies mentioned, with the exception of the electronics suppliers, have an FSC advertising license. There are also many license holders of the FSC certification among the other and smaller players in e-commerce. The sale of FSC-labelled products enables a claim to sustainable products that is appropriate to today’s consumer needs and a positioning as a responsible company.
Use FSC certification for your own advertising
There are several ways that companies with an FSC certification or advertising license can advertise FSC certified products online. There are three options: online advertising, online shops and online marketplaces:
- With your own online advertising a company can advertise FSC-certified products, purchasing guidelines or cooperation with FSC. This includes, for example, banner advertising, website articles, advertorials or posts on social media. FSC provides extensive advertising material for this purpose.
- In your own online shop a company can offer FSC-certified products and publish extensive image statements in connection with FSC. This gives users of the online shops sustainable orientation for their purchasing decisions.
- On online marketplaces such as Amazon, Otto, ebay or mercateo, companies can use the FSC trademarks to communicate sustainability statements to their customers. Marketplaces offer various technical options for finding products with FSC certification quickly and easily, thereby drawing more attention to the certified products. One example is Amazon’s Climate Pledge Friendly program. Another example is the “sustainable” award on Otto.de. In both online marketplaces, providers with an FSC certification or advertising license can stand out and increase their sales opportunities with environmentally conscious consumers.
Implement FSC-related sustainability communication
According to her Annual Report 2020/2021 the Otto Group has in its own business otto.de now has an FSC share of well over 75 percent of the products in the furniture segment that can be certified. The responsibility of a company can be credibly communicated by communicating procurement guidelines and advertising FSC-certified products. The team of fSC Germany supports the implementation of FSC-related sustainability communication as well as the creation of tailor-made campaigns. (sg)
Also read: Purchasing behavior: Consumers increasingly prefer sustainable and regional products