Building Consumer Trust with SGS Product Certification Marks

Trusted Brand

- Keith Hutchinson & Mika Richardt

How to Build Consumer Trust with SGS Product Certification Marks

What consumers want from the products they buy is changing. Better ergonomics, performance, safety and sustainability are now the key deciders when consumers choose new products. In crowded, global markets, how can manufacturers, buyers, importers and retailers increase trust in their consumer products?

Changing consumer habits

Consumers want more from their products, and now, with resources such as online review sites, they have access to information that enables better-informed decision making. Traditional bricks and mortar retailers, brands and e-commerce retailers are becoming increasingly aware of these trends and need to find effective ways to respond to altered purchasing habits.

Using the issue of sustainability as an example, a global study from 2021 found that 85% of survey responders reported changes in their purchasing habits.[i] They were now actively seeking greener alternatives and were willing to pay more for them. A different study in the US found 64% of people would pay more for sustainable products, but it also highlighted a major problem - 74% didn't know how to identify a more sustainable product. This creates a business opportunity, as 78% said they were more likely to purchase a product that was clearly labeled as environmentally friendly.[ii]

The message is clear - consumers want products that clearly meet their demands and they are willing to pay more for them.

Fragmented markets

Whether it's buying a new frying pan for the kitchen, a laptop for the home office, or a pair of shoes for a party, consumers will ask essentially the same sorts of questions before making a purchase:

Increasingly, consumers are also asking themselves if a product is environmentally-friendly. If not, they will actively look for an alternative that can demonstrate sustainability.