Consumers are increasingly interested in helping to save the planet, but they don’t know how to go about it.
According to Accenture, 41% of consumers say the biggest barrier to sustainable action is they don’t know where to start, while 36% say the biggest barrier to sustainable action is that it is too inconvenient.
And a 2021 report from Porter-Novelli showed that 71% of survey respondents want companies to help them take more sustainable actions in their everyday lives because they need direction. They will reward companies that prioritize climate action, and help them by giving them a hand in doing the same.
People demand truth when brands talk about environmental solutions
Companies need to be transparent in their dialog regarding sustainability. They need to clearly explain to consumers what climate action steps they’re taking, and the impact those steps will have on the environment. Brands need to build trust.
“While 30% of consumers actively seek out sustainable brands, there’s another 30% waiting on the sidelines to connect with brands; brands need to transparently inform on the claims made beyond branding and messaging.”(1)
Consumers now expect compelling, educational messages that focus on making positive changes. Advertising and marketing campaigns created by sustainable brands can truly make emotional connections with them, and for the first time create a true two-way conversation.
Consumers respect companies that sell products and services that are good for the environment. This is likely to become even more so with increased attention on Environmental, Social and Governance (ESG) accountability.
“People want to see proof and participate with environmentally-focused brands who are influencing environmental policy, and not just promoting the same old greenwashed products with unsubstantiated sustainability claims… For businesses to actually reach and connect with this consumer group who values their environmental impact, education and transparency are required.”(2)
The most trusted organizations, the ones that make a difference to their consumers’ lives or within society, are the ones that get rewarded with more business, more loyalty, more recommendations. This is especially important for younger generations including younger Millennials, because they want to work with brands who share their values.
A great example of a company wanting to closely work with its shoppers is Genomatica, a San Diego-based biotechnology company that asked consumers about their interest in sustainable clothing. “The survey revealed that not only is there confusion among consumers about what actually makes clothing environmentally sustainable (or not), but that they are looking to brands for the answers.” The survey also showed that 48% didn’t know how or where to find sustainable clothes.(3)
Consumer feedback like this offers great opportunities to brands wanting to strengthen brand engagement with their customers. 2021 brought a change in the level of consciousness to sustainability, and consumers want to be heard. People began talking about the impact their purchases on the environment, while ramping up the discussion about the role brands play in climate action. Consumers are demanding that brands become truly sustainable, not just in talk, but in action.
People care about the impact they’re having on the environment, and they want brands to do the same. This is crucial for brands to understand because when sustainability becomes part of a brand’s culture, it becomes a point of differentiation, and it has a large impact on the way customers perceive the brand. It becomes a core value, and what the brand stands for.
Soli helps activate a brand’s sustainability to increase brand engagement with everyday purchases of products or services. It enables a brand to engage on an emotional level by providing a seamless yet personal carbon neutral experience to individuals, and helps consumers see a brand’s sustainability in action.
1 A R Marketing House 2021
2 A R Marketing House 2021
3 Source: CMSWire