Way back in the early 00’s a brand with sustainability credentials was seen as unique for some sectors it may have been even called fringe. Sure, there were powerhouses like Patagonia who have never deviated from their social responsibility and built their brand on these values but not many.
Today 81% of consumers (Neilsen IQ) strongly feel that companies should help improve the environment.
It’s a number that’s not that surprising. Over the past couple of years, we’ve seen a shift in brands moving towards a more sustainable future, whether it’s through the materials they use, the packaging, their systems, or something else.
The hunt for a greener planet continues, and consumers are actively seeking out brands that are purpose-driven and conscious about the environment – and in my opinion this is no longer a nice to have or token effort!
I could now go on to say what the brand benefits of developing sustainable credentials means for brand owner, but actually it is fairly obvious customers want to deal and are looking for sustainable brands because it is aligned with their personal or business values.
So, the outtake…
As the world remains a fragile place, it will be key for brands to reiterate their sustainability in 2021.