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We love luxury goods, as long as you don’t tell us they're sustainable (www.qut.edu.au)

submitted 2 weeks ago by [email protected] to c/[email protected]

11 comments fedilink hide all child comments

Ms Joenpolvi said similar results were found in posts on the luxury cars – those that included progress-focused language about sustainability achieved well above the average shares on Facebook for each brand.

“The posts that mentioned their luxury cars had ‘sustainable materials’, ‘eco-friendly materials’ or were fighting ‘plastic pollution’ achieve dismal shares, such as just 6 per cent of the average shares for that brand.

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[–] [email protected] 7 points 2 weeks ago (1 children)

That idea of dirtiness people express because a product has been 'used' must play into the nehative reactions to this langauge positioning as well.

I suppose people here aren't gona like my rebrand to u/gorgritchumierecycler then... damn!

[–] [email protected] 5 points 1 week ago* (last edited 1 week ago) (1 children)

Recycled water seems to elicit the same disgust reflex, to draw a comparison.

[–] [email protected] 3 points 1 week ago (1 children)

Yeah, i remember seeing the videos in the city getting people to 'taste the difference' or pick the 'recycled water'. Lot of surprise when people picked the wrong ones.

[–] Gradually_Adjusting 2 points 1 week ago (1 children)

Humans have a Columbus complex with the stuff they buy. They didn't get there first but they want to feel like they discovered it.

[–] [email protected] 1 points 1 week ago (1 children)

Oh, so true! I love that description.

I guess the challenge for a marketer is to successfully make the connection between reused and recycled with new. I suppose thats why a lot more people focus on words like 'sustainable'.

[–] Gradually_Adjusting 2 points 1 week ago (1 children)

Finally a real use for gendered marketing. Reforged Bogroll and Reborn Hygienic Tissue

[–] [email protected] 2 points 1 week ago (1 children)

Ha, your good at this.

[–] Gradually_Adjusting 2 points 1 week ago

I guess if you want good marketing, hire someone who hates marketing

[–] bigboismith 3 points 1 week ago (1 children)

I think it's due to people assuming there are tradeoffs for being sustainable, and if I buy a product that isn't focused on being sustainable for the same price then I'll get a better product.

[–] [email protected] 2 points 1 week ago

Theres a lot to this, because you could argue that many sustainable products do actually face this issue.

The early teslas were probably in this category, a lot of features that are standard on cars apparently weren't available on teslas. I don't know if thats changed.

[–] [email protected] 2 points 1 week ago

This comes as a surprise to me. In fact, I misread the title initially as 'People love luxury goods, so long as they are sustainable'.