The Emotional Side of Composite Consumerism

The Green movement is not going away and the composites industry needs to not only adjust to that fact but to learn to take advantage of it.

Composites have a unique ability to customize content to meet varying needs said Bonnie Webster, vice president of Monroe Industries.  Her company makes and sells custom showers, counter tops and other products for consumer use.  She said the mistake most manufacturers and distributors make is not advertising the green components of their products to consumers and designers.

“It’s how you tell your story that makes a difference,” said Jack Simmons, vice president of sales for ACS International.  He emphasized that when it comes to customers, saving the environment is an emotional issue.  “People buy on emotion and justify with facts,” he said.    The recycled content of a product might not outweigh cost and color in the consumer’s mind but it can make customers feel good about their decisions.

Angela Kliever, director of marketing for ACS International explained the difference between recycled content and renewable content.  Recycled content is made from material that was destined for the landfill such as glass, plastic or metal scrap.  Renewables are produced by nature such as cork, sea shells or corn cobs. These are ideal for use as fill material that is covered by gel coat or might be used to create unusual surfaces with great customer appeal.

However, the environmentally friendly aspects of a product will not be obvious to the consumer. Marketing campaigns must include that information and right now standards have not been set on how much recycled or renewable material is required to call a product “green” said Webster.

When working with architects who are seeking LEED Certification, it’s a different story.   In designing a LEED certified building, designers are trying to reach a certain percentage of recycled or renewable material to achieve certification points.  The higher a product’s  green content, the more attractive that product will be, Simmons said.  This is one area where composites have an advantage.  Manufacturers can customize the content of a part or structure to meet the needs of the architect.

Manufacturers and distributors of composite materials need to be more creative in how they incorporate green materials in their products and how they promote products to consumers.  Webster suggested instituting energy and waste reduction programs in the plant and offices as a way to show a commitment to environmentalism.  “If the lights go on when a customer walks into your showroom, it says something about your company,” she said.