Dear Energizer

energizer-ecoadvancedDear Energizer,

Thank you for reminding me about the power of claims…and the various psychological heuristics (or biases, such as anchoring or focusing) that affect how we interpret what we hear.

Now I’m full of admiration for what you’re doing…driving the agenda when it comes to battery  recycling and pushing yourselves forward with your “leaders always go first” brand vision / purpose.

But “made with 4% recycled batteries” feels a little underwhelming to me. Even if it is a world first.


My biases (and in fact my basic grasp of numbers) tell me that 4% just isn’t very much. At all.


And the 4% claim is especially underwhelming when compared to your adversaries over the way at Duracell…

Even though it does relate to a different attribute, “Up to 10x [longer]” just sounds a lot better than “made with 4% [recycled batteries]”, even if I do buy into your higher purpose. Which I do.

But please do keep at it. Without achieving 4% today, you won’t be able to achieve the 10%, 20% and 50% etc which I have no doubt you are gunning for in the future. Bravo to that!

And as a slight aside, thanks for reminding me of the king of claims: Dyson.

“Twice the suction power of any lightweight cordless vacuum in use”.

Now that’s a claim worth shouting about.

Thanks again





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