Green Marketing

It’s designed to empower individuals, organizations, cities and nations to map, monitor, measure, manage and market their sustainability efforts – end to end.

As consumers increasingly embrace social causes, they seek products and brands that align with their values. 

Nearly 6 in 10 consumers surveyed are willing to change their shopping habits to reduce environmental impact. 

Nearly 8 in 10 respondents indicate sustainability is important for them. 

And for those who say it is very/extremely important, over 70 percent would pay a premium of 35 percent, on average, for brands that are sustainable and environmentally responsible. 

57% of consumers are willing to change their purchasing habits to help reduce negative environmental impact. 

Sustainability hits the tipping point 

Brands and companies around the world have been increasing their focus on sustainability over the past five years. Since 2014, global sustainable and environmentally responsible investment is up 68 percent and now tops USD 30 trillion. More and more, awareness of global environmental issues is changing the habits of consumers wherever they live. Already, substantial numbers of people have adopted a back-to-basics mindset, opting for products that are simple, are fresh, and contain fewer or no preservatives or processed elements. 

These attitudes are driving brand choice. Over 7 in 10 consumers say it’s at least moderately important that brands offer “clean” products (78 percent), are sustainable and environmentally responsible (77 percent), support recycling (76 percent), or use natural ingredients (72 percent).

Positioned to last, engaged to win

Nearly 6 in 10 consumers (57 percent) are willing to change their purchasing habits to help reduce negative impact to the environment, and among those who say sustainability is important for them, this jumps to 77 percent. Moreover, of those who say these traits are very important, over 7 in 10 are willing to pay a premium for brands that support recycling, practice sustainability, and/or are environmentally responsible. 

Large global consumer brands that ignore sustainability increase reputational and business risk. A Deutsche Bank report revealed that companies that experienced positive press regarding climate change saw share price outperformance of 26 percent per year over the MSCI World. Conversely, the report also found a link between bad press and underperformance. 

Given that sustainability has now become a key part of consumers’ decision-making process, it’s imperative that brands and retailers increase their focus and improve their ability to meet these preferences. This offers competitors of all sizes the opportunity to build trust, especially with Purpose-driven consumers.

Source: ibm.com

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