A new report by has revealed that 81 percent of consumers are more likely to buy from a consumer brand with a positive approach to sustainability, but it adds that brands still aren’t doing enough to promote their green credentials.
In addition to the findings that 81 percent would prefer to buy from sustainable sellers, the report, by SmartestEnergy, also revealed that 45% of consumers are unaware of any sustainable practices brands have adopted. The message is clear, says SmartestEnergy: “communicate your green initiatives as this will encourage sales.”
The study also found that nearly three in five people (57%) feel that it is the combined responsibility of individuals, consumer brands and the Government to help maintain a sustainable future. Consumers are willing to play their part. Nearly three-quarters (74%) said they would use a consumer brand that has adopted positive sustainability practices as part of improving their own environmental impact. However, more than four in five (82%) believe they should not have to pay more to shop with a brand that has a positive approach to sustainability.
Of those aware of a brand’s green initiatives, 81% were familiar with recycling practices and 75% of plastic bag reduction schemes. However, they were far less aware of the ‘big-ticket’ initiatives brands are doing to help the environment, such as ensuring their supply chain meets environmental standards (40%) and investing in their own renewable energy generation (31%). These two received the lowest levels of awareness.
“Today’s consumer is savvy and cares about the environment, they realise that we all need to work together to make a difference as we are all responsible,” said Mike Shirley, head of marketing at SmartestEnergy. “Our research shows that consumers’ attitudes towards sustainability influences their relationships with brands. Brands need to effectively communicate what they are doing across their whole business to showcase their green credentials”.
Shirley concluded: “Consumers are only going to become more interested in the environment and what we are doing as a collective to protect it. Our research found that nearly 90% of consumers think it’s important for brands to take action now. Brands need to make their sustainability practices clear and communicate them effectively so that consumers can make informed decisions.”