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Consumer Insights Sustainability Analysis

Kenny Pho, Cole Melanson, Charlotte Bull, Mia Andreozzi,

Paige Dare, Joshua Pantle, Brittany Sheeran, Biniyam Caloras

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Our Goal

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To determine how consumers are absorbing sustainability information, what is

resonating, and how Burton can better educate and engage with consumers.

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The Platforms

  • Burton Website
  • Twitter
  • LinkedIn
  • Facebook
  • Product Tags
  • Instagram
  • Events/Programs
  • Physical Store
  • Sponsored Athletes

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Burton Website

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When visiting Burtons website consumers spend around 4:13 minutes and visit 4.1 pages.

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Information regarding sustainability while documented is placed on its own.

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Twitter

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Burton

  • Retail twitter
  • 551 followers
  • Lack of reach
  • Infrequent posts
  • Not verified?!?!

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Burton Snowboards

  • More of a social media campaign
  • Actually verified
  • 161.1k followers
  • Reach is still rough
  • Posts also semi infrequent

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LinkedIn

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Burton Snowboards

  • 66,734 followers
  • Consistent presence
  • Focused on job openings and new media
    • Easy to share about sustainability efforts

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Facebook

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Burton

  • Retail Facebook
  • 27,845 likes
  • 28,492 followers
  • Engagement of audience
  • No recent events
  • Outdated
    • About Page
    • Our Story

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Burton Snowboards

  • Sports related page
  • 791,823 likes
  • 774,219 followers
  • Events
  • Built on Boards Campaign
  • No About Page

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Facebook

  • Pages are considered related to each other
  • Lack of continuity
  • Verification

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Burton’s Verified Instagram

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Good Standing!

  • Instagram platform reaches a lot of viewers. (292K followers)
  • Uses relevant content, always staying up to date.
  • Targets to Vermonters, snowboarders and outdoors fan.
  • Interacts with viewers about products, events and promotions.

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Sustainability

  • “We stand for” story
  • Postings are of people, views and products
  • Global “#ClimateStrike”-closure of website and offices.
  • Recommended to create a sustainability story and post often to raise awareness.

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Product Tags

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Product Tags

(Downtown Burlington Location)

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Things to note:

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  • Cardboard/paper tags
  • People searching for certification on clothing can easily see the Bluesign logo if they look, however…
  • Sustainability “tab” is underneath other product information and not near the price tag.
  • Could be more specific about the chemicals avoided or the more sustainable products used.
  • Great language inclusivity
  • Plans to include B-Corp certification on label?

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Recommendations:

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The main thing missing: The Story and Goals

  • Expand on the goals for soft goods
    • Mention C-Zero is about sustainable transportation
    • “Manage natural resources efficiently, produce cleaner air and water emissions, and use only those chemicals that are deemed safe for people and the planet”

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  • On website: “organic cotton, recycled polyester”
    • Couldn’t find on tags
  • Not stopping at the tag:
    • Encourage casual shoppers and buyers alike to learn more about their sustainability efforts through other channels, specifically the website.

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Burton Store

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Burton Store Sustainability

Store Information

Sustainability tag

Has a mission and a message

Lacked action items

Blue Sign

Informative about policy and how it benefits the environment

States less water, less energy and a conscience care for the environment

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Built to Last Warranty

Merchandise

Information graphics

Explanation of policy

Magazine Spread

Great way to Provide information

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Stand-up Triangles

Bluesign

Found behind the register

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Employee Interaction

  • Very Well Informed
  • Initiated the interaction
  • Expanded on sustainability tags
    • Blue Sign
    • Built to Last Warranty
  • B Corp designation
  • Pass along program
  • Sourcing of snowboarding materials
    • Factories that run on 100% renewable energy
    • FSC certification for snowboards
    • Sustainable foresting projects

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Policy Information

Website Referral

Policy Marketing

QR codes, Links, Referrals

Placards, Stand-up Signs, Tags, Sustainability Brochure

Details, Processes, Efforts, Goals, Initiatives

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Burton’s Events, Programs, and Nonprofits

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Charitable Programs

CHILL

Burton’s ‘CHILL’ Foundation works with youth to promote healthy life decision making and personal growth through boardsports.

The Swimming Hole

The Swimming Hole is a non-profit organization started by the Carpenters aimed towards educating local youth on the importance of swimming and aquatic education

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Burton’s Events

U.S. Open

Burton’s U.S. Snowboarding event geared at showcasing young and upcoming athletes

Burton Bash

A yearly event thrown by the Carpenters at the home in Stowe which is aimed at recognizing their employees work throughout the year

Stowe Triathlon

Hosted by one of Burton’s nonprofits The Swimming Hole the Stowe Triathlon encourages people of all skill levels to join an offers starter level classes called “Couch to Tri”

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Burton’s Athletes

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Athletes on Social Media

Burton sponsored athletes post regularly on

  • Facebook
  • Instagram
  • Twitter

Yet on none of these platforms do they mention Burton’s sustainability in any way

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Thanks!

ANY QUESTIONS?

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