However, it is a shame that with their name and product offering, they are clearly still targeting their services at the environmentally conscious minority.
Look below the surface and ibuyeco is simply an online insurance broker, who find you a competitive quote from a third party provider and add on some carbon offsetting, provided by the Carbon Neutral Company.
The trouble is, that as ibuyeco is basically selling two separate things – insurance and carbon offsets, it’s not clear what their brand really offers. With no background information or product innovation, the brand has no real value in itself, other than the benefit of combining two transactions in one and allowing those who wish to claim, “I buy eco!” Personally, if I don’t buy into the organisation itself and there is no clear service benefit, I would rather shop around for the best insurance quote, and then offset the emissions from a provider of my choice as a separate transaction.
What the market really needs is for an insurance company to use carbon offsetting as an integral part of its package, included in the price, and with the benefits clearly communicated. The offering would have more integrity and appeal to a wider audience. If the difference in price between two trusted suppliers is small, and one includes carbon offsetting as standard and the other doesn’t, many customers would happily choose the carbon neutral option and feel good that they had done something positive for the environment. However, it’s unrealistic to expect many people to be interested in paying extra to offset their carbon emissions unless you can clearly show how it benefits to them.
This blog is supported by Scamper - The pioneers in Sustainable Brand Strategy
No comments:
Post a Comment