Additive Claims that Resonate with Consumers

AdditivesMarketing

21 May

Person reading the label of an item of sports clothing

In a market crowded with sustainability promises, performance buzzwords, and scientific claims, standing out requires more than technical excellence — it demands strategic communication. For functional additives and surface technologies, the challenge is clear: how do you make the invisible both credible and desirable?

At Material Innovation Insights, we explore the language, values, and messaging strategies that help additive claims connect with today’s increasingly discerning and conscious consumers.

Understanding the Consumer Perception Gap

Additive technologies — such as antimicrobial treatments, odour control systems, UV blockers, and stain-resistant finishes — are critical to product performance, yet they are often overlooked by consumers. These enhancements operate beneath the surface. They can’t be seen, touched, or experienced directly in the way colour, fit, or texture can.

This creates a perception gap: the consumer may not immediately recognise the presence of these technologies or understand their value. As a result, brands and manufacturers must work harder to explain not only what these additives do, but why they matter. The goal is to bridge the technical with the tangible — translating complex chemistry into everyday relevance.

Claims That Connect

Some claim types consistently outperform others in consumer-facing materials. Among the most powerful are those linked to health and hygiene. Antimicrobial messaging, for example, has gained traction in the post-pandemic era where hygiene awareness has become second nature. Statements like “Reduces bacteria by 99%” or “Built-in protection for lasting freshness” speak directly to a consumer’s desire for reassurance and cleanliness.

Sustainability-oriented claims are also gaining momentum, especially when tied to practical, measurable outcomes. Consumers are more likely to engage with language that connects additive performance with reduced environmental impact — such as “Wear more, wash less” or “Engineered to extend product life and reduce waste.” These messages work because they link the abstract concept of sustainability to behaviours and benefits the consumer understands and controls.

Performance and convenience are still strong motivators, particularly in categories like activewear, travel gear, and home textiles. Messaging around comfort, freshness, stain resistance, and temperature regulation helps consumers envision how a product will fit into — and enhance — their lives.

Finally, scientific credibility plays a key supporting role. While the average buyer may not need to know the difference between silver ions and zinc pyrithione, they do want to know that a product has been tested, verified, and used in trusted settings. Messaging such as “Lab-tested for performance” or “Trusted by healthcare professionals” can instil confidence and justify premium pricing.

Making Messaging Relatable

The most effective messaging doesn’t start with science — it starts with the consumer. Leading with functional ingredients can alienate buyers unfamiliar with the technology. Instead, focus on how the additive improves daily experience.

Rather than saying “Silver ion technology inhibits microbial growth,” you might say “Stays fresher longer between washes.” This subtle shift moves the conversation from molecule to benefit, from feature to outcome.

Another powerful technique is the use of analogies and sensory language. Describing a fabric as having “a built-in freshness shield” or saying it “repels spills like a lotus leaf” helps create mental images that resonate. Visual demonstrations — such as side-by-side comparisons, videos, or infographics — also play an important role in helping consumers see the unseen.

Clarity is key. Overly scientific language or vague claims can undermine trust. Use simple, accessible language and avoid greenwashing clichés. When in doubt, show the data. Consumers are increasingly savvy and appreciate transparency — whether it’s third-party certification, clinical testing, or measured impact data.

Tailoring Claims to Audience Motivations

Not all consumers respond to the same triggers. Crafting claims with audience segmentation in mind is critical. Eco-conscious buyers want to hear how your product reduces waste, lasts longer, or uses fewer resources. They respond to narratives around lifecycle thinking and reduced environmental footprint.

Performance-driven consumers are looking for enhancement — longer wear, better comfort, increased durability. They want to know how a garment or product performs under pressure, in movement, or over time.

Health-focused consumers, including families and individuals with sensitivities, prioritise hygiene and safety. They appreciate information about antimicrobial protection, allergen resistance, and skin-safe technologies.

Understanding which message matches which mindset can significantly improve both brand engagement and sales conversion.

Telling the Additive Story

Communicating the value of functional additives and surface treatments is both a science and an art. It requires the ability to translate invisible performance into meaningful consumer benefits, supported by trust-building data and relatable storytelling.

At a time when consumers are overwhelmed with choices and wary of unsubstantiated claims, clarity and relevance are essential. Successful messaging elevates the role of additives — not by focusing on the chemistry, but by highlighting the comfort, convenience, sustainability, and safety they deliver.

Additive Claims that Resonate with Consumers

Understanding the Consumer Perception Gap

Claims That Connect

Making Messaging Relatable

Tailoring Claims to Audience Motivations

Telling the Additive Story

Further Reading

Bio‑Inspired Defence for Medical Implants

Can Antimicrobial Technologies Support Sustainability?

Material Innovation Insights