Understanding Consumer Demand for Eco-Friendly Products

𝗡𝗼 𝗼𝗻𝗲 𝗰𝗮𝗿𝗲𝘀 𝗶𝗳 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗶𝘀 𝘀𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗹𝗲… if they don’t want it first. In sustainability branding, I’ve learned that purpose-driven shines brightest when it’s precisely what your target audience is already looking for. It’s not just about being green; it’s about offering the best solution. Understanding what your customers want is key because if you don’t, sustainability alone won’t be enough to earn their loyalty. Some brands have all the right intentions but aren’t tuned into the audience’s wants and risk becoming just another “feel-good” product that misses the mark. But when sustainable brands really listen and show up with exactly what people are looking for. That’s when customers become your biggest supporters. 𝗟𝗼𝗼𝗸 𝗮𝘁 𝗔𝗹𝗹𝗯𝗶𝗿𝗱𝘀. They knew comfort was a top priority for their audience, so they focused on creating the world’s most comfortable shoe. Sustainability didn’t just follow—it elevated them, inspiring and motivating their customers. Customers are drawn in by the comfort and stay for the eco-friendliness. 𝗢𝗿 𝗣𝗮𝘁𝗮𝗴𝗼𝗻𝗶𝗮. They knew their customers craved adventure-ready gear, so they delivered gear that performs under the toughest conditions, making their customers feel understood and catered to. Their sustainability mission amplifies that trust they’ve built by understanding what adventurers really need. The takeaway? 𝗕𝘂𝗶𝗹𝗱 𝗮 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝗰𝗿𝗮𝘃𝗲. Show up as the BEST option AND the most sustainable one. That’s how you create desire, trust, and a movement for change. #branding #KnowYourAudience #positioning #sustainablity #valueproposition #purposedriven

Very interesting results on the back of a global survey of 23,000 people: - Consumers globally are willing to pay more for products with a lower environmental impact. -Consumers are expressing increasing concern over climate change and environmental sustainability, highest numbers in emerging markets (!) - Sustainable consumption today comes at a 28% markup on average. - That leaves a substantial gap between the 12% premium comsumers are on average willing to pay and the 28% currently charged by companies. - Interestingly, the study also indicated a disconnect between definitions and criteria for sustainability between consumers and businesses, finding that while most companies focus on how products are made, such as the sustainability of ingredients and production methods, around half of consumers focus instead on how the products are used in their sustainability considerations, looking at aspects such as product reusability, durability, and waste minimization. - While the majority of consumers in almost every market expressed concerns about environmental sustainability, those in fast growing markets appeared to have higher concern levels than those in developed countries, with 85% in India, 81% in Brazil and 73% in China, for example, reporting being very or extremely concerned, compared with 53% in the U.S., 54% in Germany and 56% in the UK. I found the difference between generations (less surprising) and between market maturity very interesting. Also some great tips for marketing and communication strategy improvements for companies focused on regenerative and more sustainable products. Thanks Bain & Company for another great market insights report 🙌