The Sustainability Issue

In recent years, more and more people have become aware of what’s happening to our planet.

Industrial activity has degraded nature to a point where many citizens are taking action and voicing out their concerns. Social media has accelerated the spread of such concern, leading to an outpouring of emotion against business and its impact on the environment.

Thus, consumers are increasingly buying products from companies who include sustainable practices in their repertory (or at least claim to). With all of the various sustainability factors and evolving trends in play, companies need to understand whether and how these broader sentiments play out for their specific brand and consumer profile. For example, who are the consumers you have yet to reach? Does your product have a sustainable attribute – and could leveraging sustainability claims on product packaging present a new market opportunity?

As big corporations move forward with sustainability initiatives to save energy, improve efficiency and build sustainable supply chains, small and medium sized enterprises (SMEs) are following suit. They no longer dismiss sustainability as merely good intentions, but as a key business driver and strategic differentiator for brands.

SUSTAINABILITY SELLS

Understanding how and why sustainability claims are gaining momentum across product categories is critical to understanding how, when and why consumers prioritise sustainable options.