The growing influence of social media, as well as an increase in environmentally friendly legislation, has led manufacturers and distributors to become more transparent about their production practices.
Customers prefer brands that are honest about how their products are sourced and created. The information is out there, and consumers are more than ever about the environmental impact of what they’re buying.
Here are some of the ways that consumers are cracking down on their purchases.
Scrutinization of Fast Fashion:
Popular retailers like Forever 21 and Fashion Nova consistently gather buzz by constantly providing on-trend clothing at extremely affordable prices. For the price of a burger and fries, you could leave these stores with a new outfit.
However, these brands have also drawn a considerable amount of attention regarding their production standards. Consistently providing such high product turnover requires a lot of water, chemicals, and fuel agents to keep up with demand.
Shoppers are catching on, and many fast fashion brands have adjusted their manufacturing and sourcing practices to keep from losing customers. H&M, for example, partnered with I: CO to reduce waste by reusing and recycling discarded clothing. This retailer offers a discount voucher to entice customers, and this move has helped them to improve their brand image.
Consumers Want Companies to Give Back:
The products themselves aren’t the only factor that consumers are concerned about. Shoppers are paying attention to the philanthropic actions of their favorite brands.
Consumers prefer brands that devote their own resources to make a difference in the environment. From donating to green organizations to facilitating their own environmentally friendly charity events, companies should be doing their part to create a more sustainable world.
Today’s shoppers look to their favorite retailers and stores to inspire their own environmental efforts. As a result, incorporating green ideas into your marketing plan can increase the favorability of your brand.
Packaging and Brand Awareness:
From straws to styrofoam, customers are increasingly becoming resistant to single-use containers and environmentally damaging packaging.
Millennials, in particular, care about the amount of plastic or non-biodegradable materials they’re consuming. Bringing coffee cups and produce bags from home has become a trend, but many customers still look for brands that opt for sustainable containers and product packaging.
More than 70% of consumers worldwide would be willing to pay more for a product that uses sustainable packaging. Across the board, consumers prefer brands and retailers that offer sustainable to-go items such as reusable shopping bags or plastic-free cutlery.
In addition to external packaging and single-use shopping bags, consumers are also more likely to buy products that are made from recycled materials.
Some retailers are responding to this increase in sustainable consumption by offering a 100% recycled product lines. There is even an entire shopping mall that only sells recycled, sustainable items.
Today’s shoppers are more label conscious than ever before, and they want to know what exactly is in the items they purchase.
Concerns regarding climate change, pollution, and environmental health have been driving shoppers to be more conscious about their buying decisions. Today’s consumers are factoring sustainability into a wide range of purchases, from energy efficient vehicles to zero-waste grocery shopping.
With the vast amount of information available regarding corporate scandals and the environmental impact of goods, consumers are highly prioritizing sustainability in their purchases.