Communicating Sustainability: Navigating Green Messaging in Taiwan

Businesses in Taiwan are increasingly utilizing “green messaging” to attract customers, appeal to young talent, and meet global sustainability demands. However, amidst this trend, the accuracy and legitimacy of sustainability claims, often referred to as “green claims,” become crucial. To avoid potential legal issues and consumer skepticism, companies must substantiate their statements with data or certificates.

Green claims can range from direct assertions about recyclable packaging to indirect claims, such as a company adhering to a comprehensive sustainability concept. A recent Green Attitude Taiwan survey by U.S.-based market researcher Kantar revealed that consumer behavior is significantly influenced by environmental considerations. For instance, 54% of respondents stopped purchasing products due to their negative environmental impact, while 49% actively seek out companies committed to offsetting harm to the environment.

In addition to explicit sustainability claims, companies often integrate green elements into their marketing materials and physical locations, conveying a connection with nature. Yvonne Wang, Managing Director of Kantar Taiwan, notes a growing receptiveness among Taiwanese consumers toward green claims, driven by firsthand experiences of serious environmental issues like climate change. Notable examples of Taiwanese brands with a strong green image include I-Mei and Uni-President in the fresh milk category, along with McDonald’s Taiwan, which has made significant strides in reducing plastic consumption.

Digital marketing expert Jeanie Tsui highlights that sustainability is a significant consideration for Taiwanese consumers, particularly the urban youth, who are willing to pay a premium for environmentally friendly products. Personal care brands, both in Taiwan and internationally, have successfully used green claims to differentiate themselves, with examples like the certified B Corporation, Greenvines, emphasizing social and environmental performance.

However, the Kantar survey identified a “value-action gap,” revealing a disparity between consumer attitudes and actual behavior. While consumers express positive attitudes toward sustainability, their buying behavior doesn’t consistently align. Obstacles like price, attitude, perception, and convenience hinder Taiwanese consumers from embracing more sustainable consumption practices.

To bridge this gap, Yvonne Wang recommends that brands focus on educating consumers about the functional capabilities of their green products. Additionally, the importance of sustainability claims extends beyond consumer appeal; companies are leveraging them to attract young talent. Richard de Vries, Managing Director of Geber Brand Consulting, notes that emphasizing Environmental, Social, and Governance (ESG) initiatives has become a powerful tool for talent recruitment among young graduates in Taiwan.

Certifications play a vital role in establishing a company’s “green” image, with examples like Greenvines highlighting its TIC Clean Label certification. The Green Mark, administered by Taiwan’s Ministry of Environment, is one of the most prestigious eco-friendly labels, encouraging companies to reduce environmental impact and actively promote recycling practices. Wendy Chu, a senior associate at law firm Eiger, emphasizes the need for companies making environmental claims to substantiate them with accurate and verifiable data, either through MOENV or designated third-party audits.

As international trends shift towards carbon labeling, Taiwan is expected to follow suit, aligning with countries like Korea, China, France, Germany, Japan, Sweden, Switzerland, and the United States. Despite potential challenges, carbon labels provide a cost-effective way for companies to reduce emissions, enhance consumer loyalty, and effectively communicate environmental impacts.

***Greenvines is among the Taiwanese companies that have attained B Corporation certification.***

In conclusion, navigating green messaging in Taiwan involves a multifaceted approach that encompasses appealing to consumers, attracting and retaining young talent, and upholding global sustainability standards.

Appealing to Environmentally Conscious Consumers

Taiwanese consumers are increasingly prioritizing environmental factors in their purchasing decisions. To effectively reach this audience, businesses must craft compelling green messages that resonate with their values and aspirations. Emphasizing the positive impact of sustainable products and services, highlighting the company’s commitment to environmental responsibility, and demonstrating the tangible benefits of eco-friendly choices can effectively engage consumers in Taiwan’s growing green market.

Attracting and Retaining Eco-Conscious Young Talent

Taiwan’s young talent pool is highly attuned to environmental issues and seeks employment opportunities that align with their values. Businesses that can articulate a clear and genuine commitment to sustainability will be more successful in attracting and retaining this valuable demographic. By fostering a workplace culture that embraces eco-friendly practices, providing opportunities for employees to engage in environmental initiatives, and demonstrating the company’s contributions to a sustainable future, businesses can position themselves as employers of choice for environmentally conscious young professionals.

Upholding Global Sustainability Standards

Taiwan’s businesses are increasingly operating within the global marketplace, where environmental sustainability is a critical consideration for consumers, investors, and regulatory bodies. To maintain a competitive edge and gain international recognition, Taiwanese businesses must align their operations with the highest global sustainability standards. This involves implementing robust environmental management systems, adopting sustainable practices throughout the supply chain, and pursuing certifications that demonstrate adherence to international environmental guidelines.

Navigating Green Messaging: A Multifaceted Approach

Effectively navigating green messaging in Taiwan requires a comprehensive approach that addresses the needs and expectations of consumers, young talent, and the global marketplace. By tailoring messages to resonate with local values, demonstrating genuine commitment to sustainability, and upholding global environmental standards, Taiwanese businesses can position themselves as leaders in the transition to a greener future.

The Road Ahead: A Sustainable Future for Taiwan

As Taiwan continues to embrace sustainability, businesses that can adapt their messaging and operations to align with this growing trend will not only thrive in the domestic market but also gain a competitive edge in the global arena. By embracing green messaging as an opportunity to connect with consumers, attract talent, and demonstrate leadership in sustainability, Taiwanese businesses can play a pivotal role in shaping a more sustainable future for the country and the world.

Moreover, the integration of green practices can lead to significant long-term benefits, such as reduced operational costs through energy efficiency and waste reduction. Companies that invest in sustainable technologies and practices may find themselves at the forefront of innovation, driving industry standards and influencing global trends.

In addition to the economic advantages, adopting a robust sustainability strategy enhances brand reputation and builds trust with stakeholders. Consumers are becoming increasingly savvy and are demanding transparency and accountability from the brands they support. By substantiating their green claims with verifiable data and certifications, businesses can foster loyalty and trust, distinguishing themselves in a crowded marketplace.

Furthermore, aligning with global sustainability standards opens up new avenues for international partnerships and collaborations. Taiwan’s businesses can leverage their commitment to environmental stewardship to forge strong alliances with like-minded organizations worldwide, leading to shared resources, knowledge exchange, and expanded market opportunities.

The educational aspect of green messaging cannot be overlooked. By actively engaging in public education about sustainability, companies can empower consumers to make informed choices, thereby creating a more environmentally conscious society. This educational effort can also extend internally, fostering a corporate culture that values and practices sustainability at every level.

Finally, the role of policy and regulation in driving sustainable business practices is critical. Taiwanese businesses that proactively align themselves with evolving regulations and participate in policy discussions can influence the direction of national and international sustainability agendas. This proactive stance not only ensures compliance but also positions businesses as leaders and advocates for positive change.

In summary, the road ahead for Taiwan involves a comprehensive approach to sustainability, where businesses integrate green messaging, operations, and strategic goals. By doing so, they can achieve economic success, environmental stewardship, and social responsibility, contributing significantly to a sustainable future for Taiwan and beyond.

Related Content