How to shift consumers to more sustainable behavior?

The SHIFT framework is a marketing tool that helps companies and social marketers to understand the obstacles affecting consumer choices and find a better approach to communicate with them the added value of their products and services. 

This framework can help address the attitude-behavior gap that can be perceived in a sustainable context. Consumers often have favorable attitudes towards social initiatives but that is not always reflected in their behavior. This is the biggest challenge that marketers, companies, and non-profit organizations face when trying to promote a sustainable idea. 

The key five principles of the SHIFT framework represent consumer choices which help in finding better ways to affect consumer behavior and make it sustainable. So what does SHIFT represent?

Social influence: relates to social norms, social desirability, and social membership

Habit: break bad habits and form new and positive habits

Individual Self: consumer values 

Feelings and cognition: appeal to positive or negative emotions and give information 

Tangibility: make the impact of the organization tangible so people can relate and motivate to change their behavior. 

How can companies and marketers use this framework? 

1. Clarify the context

2. Identify the target 

3. Apply the SHIFT tools 

4. Test your strategy 

5. Implement your plan and evaluate the outcomes.