Johanna Skans is a regular contributor to the Danish Optical Magazine OPTIKEREN, where she passionately explores sustainability in the eyewear industry. In the October 2024 edition, she questions whether it is possible to deliver world-class customer experience without taking the ethical aspects into account. Enjoy the English version here.

Are we serving today's customers based on outdated values? 

Optical store staff have long been experts at understanding their customers, quickly identifying the perfect frames that align with a customer's facial proportions, fashion sense, and specific needs. Years ago, this approach was enough to satisfy customers. Back in 2013, my primary goal as an optical dispenser was to help customers find eyewear that was attractive, functional, comfortable, and within their budget. At that time, meeting these criteria was enough to ensure customer satisfaction. But is that still the case today?

In 2013, discussions around the ethical or environmental aspects of the products we sold were almost non-existent. Environmental awareness among the public was low, and there was little demand for sustainable products. The government, media, and even the companies we worked for were not focused on the environmental impact of our products and practices. We operated with the knowledge we had, making decisions based on the best information available at the time.

Today, the landscape has drastically changed. Environmental awareness has skyrocketed, driven by news coverage, research, business initiatives, and political action. The Corporate Sustainability Reporting Directive from the United Nations, which came into effect in January this year, underscores the global shift toward sustainability. Laws and regulations are evolving to reflect these changes, placing new demands on businesses.

However, it seems that the way we sell and purchase optical frames is the same as in 2013, and hasn't kept pace with the environmental progress in society. Hopefully, I’m mistaken?!

To satisfy customers in the future, it is not enough to focus solely on style, brand, quality, comfort, and price. Today's customers are far more aware of the environmental and ethical implications of their purchasing choices, and this is just the beginning. A 2024 survey by PwC (PwC 2024) found that 46% of consumers are actively choosing more sustainable products to reduce their environmental impact. This trend is consistent across demographics, with many consumers willing to pay more for sustainably produced goods. McKinsey's research (McKinsey, Gatzer & Magnin, 2021) highlights that sustainability has become a critical factor in consumer behavior, with half of all consumers planning to support brands and companies that have eco-friendly products and practices.

To build trust and meet modern customer expectations, optical stores need to incorporate ethical values into their daily product offerings. This means curating a portfolio that reflects eco-conscious products and responsible business practices. This means to focus on recycled and recyclable materials, avoid plastics, stock eco-certified products, partner with responsible brands such as certified B Corporations, and support local economies. Customers today want to support; transparent businesses, equal rights, minimal waste, reduced carbon footprint. Simply values that protect our planet and ensure a safe environment for future generations.

Understanding these priorities is crucial. Customers are making purchasing decisions based on a broader set of criteria than ever before. 

If businesses fail to meet these new standards, they risk being left behind as customers turn to competitors who align with their values.

In summary, to meet customer expectations today, it's essential to go beyond traditional factors like style & price. Optical stores must integrate ethical values into their daily offerings and practices to truly delight the modern eyewear consumer.

'To meet customer expectations today, it's essential to go beyond traditional factors like style & price. Optical stores must integrate ethical values into their daily offerings and practices to truly delight the modern eyewear consumer.'

Reference list

McKinsey, Gatzer, M. & Magnin, C., 2021. ‘Prioritizing Sustainability in the Consumer Sector’. McKinsey & Company. Available at: https://www.mckinsey.com/industries/retail/our-insights/prioritizing-sustainability-in-the-consumer-sector [Accessed 12 Aug. 2024].

PwC, 2024. Voice of the Consumer Survey. Available at: https://www.pwc.com/gx/en/issues/c-suite-insights/voice-of-the-consumer-survey.html [Accessed 12 Aug. 2024].