Short answer

Designers and marketers should critically assess whether their sustainability communications are too abstract or too concrete for their intended audience and ensure they align with demonstrable brand actions.

Field: Innovation & Design
Source: European Journal of Marketing (2023)
Method: Qualitative research
Sample: 26 participants (10 managers, 16 consumers)
Evidence: Moderate effect

The level of psychological distance (abstract vs. concrete) in sustainability communications significantly influences how stakeholders perceive a fashion brand's authenticity and commitment. This innovation & design research insight is drawn from a 2023 study published in European Journal of Marketing. Using Qualitative research with 26 participants (10 managers, 16 consumers), researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should critically assess whether their sustainability communications are too abstract or too concrete for their intended audience and ensure they align with demonstrable brand actions.

Study

Innovation & DesignRecentModerate effect

Abstract vs. Concrete Sustainability Messaging in Fashion Drives Stakeholder Perception

The level of psychological distance (abstract vs. concrete) in sustainability communications significantly influences how stakeholders perceive a fashion brand's authenticity and commitment.

European Journal of Marketing · 2023

Key Findings

01Managers' construal levels and their perceptions of stakeholder construal levels shape communication approaches.
02The perceived authenticity of sustainability claims is crucial for effective communication.
03A mismatch between brand practices and communication can negatively impact stakeholder evaluations.
04Three communication strategies identified: amplification, quiet activist, and populist coupling.

Application

Design takeaway

How to apply

Before launching a sustainability campaign, consider whether the messaging is abstract (e.g., 'We are committed to a better future') or concrete (e.g., 'We have reduced water usage by 20% in our manufacturing process') and how this aligns with your brand's current efforts and your audience's likely perception.

Project actions

01Consider the audience for your design project: are they likely to respond better to big ideas or specific details about sustainability?
02When communicating about your design's sustainable features, think about whether to use abstract or concrete language.

Method & Evidence

AimHow does the construal level of sustainability communication by fashion brands influence stakeholder perception and evaluation?

MethodQualitative research

ProcedureThe study involved interviews with fashion managers about their sustainability communication strategies and with consumers to assess the persuasiveness of different types of sustainability messages (abstract vs. concrete).

Sample26 participants (10 managers, 16 consumers)

ContextFashion industry

Variables

IVConstrual level of sustainability communication (abstract vs. concrete)

DVStakeholder perception (e.g., persuasiveness, authenticity, brand evaluation)

CVIndustry sector (fashion), geographical context (UK), perceived authenticity of claims

Strengths & Limitations

Strengths

+Provides a theoretical lens (Construal Level Theory) to understand a complex communication issue.
+Combines perspectives from both industry managers and consumers.

Limitations

A small sample size means findings might not apply to all fashion contexts or all types of consumers.

Reliability & validity

The qualitative nature of the study provides rich insights but limits generalizability. Triangulation of data from managers and consumers enhances validity.

Think critically

To what extent should a brand prioritize abstract, aspirational sustainability messaging versus concrete, verifiable claims, and how does this balance shift across different product categories or market segments?

Design Principles

"Match the construal level of sustainability communication to the psychological distance of the issue for the target audience and the brand's actual practices."

Designers and brand strategists must carefully consider the construal level of their sustainability messaging. A mismatch between abstract communication and concrete actions can lead to skepticism, while overly concrete messaging might lack aspirational appeal.

What This Means for Your Design

How you talk about being 'green' in fashion matters. If you talk big but don't show small, real actions, people won't believe you. You need to match your words to what you actually do.

How to use in your project

1.Use this research to justify your choice of communication strategy for your design's sustainable features, explaining how it aligns with user perception.

Add to My Project

Quick Cite

Paragraph starter

This research highlights the importance of aligning the construal level of sustainability communication with stakeholder perceptions. For this design project, abstract messaging focusing on future impact was chosen to inspire users, supported by concrete examples of material sourcing to build credibility.

Source

European Journal of Marketing

Communicating about sustainability in fashion: a construal level theory approach

journal · 2023

View source

Questions About This Research

What does the research say about abstract vs. concrete sustainability messaging in fashion drives stakeholder perception?: Designers and marketers should critically assess whether their sustainability communications are too abstract or too concrete for their intended audience and ensure they align with demonstrable brand actions. Evidence: European Journal of Marketing (2023).
Why does "Abstract vs. Concrete Sustainability Messaging in Fashion Drives Stakeholder Perception" matter for design?: Designers and brand strategists must carefully consider the construal level of their sustainability messaging. A mismatch between abstract communication and concrete actions can lead to skepticism, while overly concrete messaging might lack aspirational appeal.
How can designers apply this research?: Designers and marketers should critically assess whether their sustainability communications are too abstract or too concrete for their intended audience and ensure they align with demonstrable brand actions.
What were the main findings?: Managers' construal levels and their perceptions of stakeholder construal levels shape communication approaches.. The perceived authenticity of sustainability claims is crucial for effective communication.. A mismatch between brand practices and communication can negatively impact stakeholder evaluations.. Three communication strategies identified: amplification, quiet activist, and populist coupling.
What research method was used?: Qualitative research with 26 participants (10 managers, 16 consumers).
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2023 journal from European Journal of Marketing.
What should I do differently in my next project?: Before launching a sustainability campaign, consider whether the messaging is abstract (e.g., 'We are committed to a better future') or concrete (e.g., 'We have reduced water usage by 20% in our manufacturing process') and how this aligns with your brand's current efforts and your audience's likely perception.
What are the limitations?: Generalizability is limited due to the qualitative nature and focus on the UK fashion industry.