Customers Crave Sustainability

Whenever I’m meeting new people or business owners, a question I am constantly asked no matter what the industry is goes something like: Do people ACTUALLY want to be sustainable? Or is it just a trend? Or is it just for tree huggers? You get the idea.

When one's life revolves around creating a more sustainable world, you tend to focus primarily on those who show a willingness to change. But how many of us are willing to change, and do businesses and corporations recognize this desire?

I'm here to answer this critical question. 

It seems that it is not just the environmentalists making waves, but businesses and major corporations are leading the way for significant impact. A study conducted by an environmental technology company called GreenPrint found that around 64% of consumers would rather purchase more sustainable products if they were given the option. Not so surprising, they discovered that t approximately 74% of people do not really know how to determine who, what, how a brand or product is environmentally friendly. If you want to look at the current generation with disposable income, it has been estimated that 75% of millennials want to shop more sustainably.

The companies that recognize their survival in the ecosystem of the conscious consumer have started to pivot and increase their environmental commitment.  Tom's Shoes was one of the first companies to capitalize on socially conscious consumers. When they first became popular in 2006, they promoted the Buy One Give One program. The idea that your purchase goes further than your feet and ALSO gives a person or child in need a pair of shoes suggested that you can get what you want and also give back. The ultimate two birds, one stone opportunity. It became a source of pride when you owned a pair of Toms - that you were conscious of certain issues in the world and you wanted to help. It became part of your personal brand.

As consumers started showing this desire for their money to be put into more positive change, the company continued to expand their product line from shoes to bags to coffee. With the addition of their coffee line in 2014, they wanted to import clean water to communities in need.  In 2015, they made their Fourth One for One Product with another new initiative. With every bag they sold, a birthing bag would be donated as part of a larger maternal and child health program offered in places like Haiti and Ethiopia. IN addition they would train birth attendants to assist with difficult pregnancies. The company continues to think beyond product and how they can make a positive impact on human rights issues.

Sustainability is about people and customers have the ultimate voting power. These business change when customers express their desire to consume more responsibly. And customers are using their dollar to buy in to sustainability.

Want to learn more about how you can make your products more sustainable? Let’s make some time to chat.