It seems consumers want to buy products which are about looking after the planet:
In 2022, a record-breaking number of consumers are being influenced and driven to brands that represent their ethical values. More than “50% of consumers prioritise health, social or environmental issues” when deciding which products to buy, and which brands to buy from. In research conducted by Deloitte in 2022, issues around sustainability were recorded as the primary concern for UK consumers.
Buyer behaviour in the Age of Conscious Consumerism | Orderwise
More and more are behaving as sustainable consumers:
Sustainable consumer behaviour is about how we (consumers) think about sustainability and then act on it. It’s about how your attitude, behaviour and actions are driven by sustainability concerns and goals.
Sustainable Consumer Behaviour Guide (with Attitude) | beeco
Enterprises are noticing – and adapting, but are careful not to be seen to be ‘greenwashing’:
The companies that make the products we buy are paying attention to our shopping habits—so much so that, as environmental and social justice issues begin to influence our buying decisions, brands have taken notice with their own green marketing campaigns. Unfortunately, a lot of them are simply greenwashing. But what is greenwashing, exactly?
What Is Greenwashing? Definition, Examples and How to Spot It
Here’s some good research into how to market your enterprise convincingly:
Dive into some research that shows how important sustainability is becoming to consumers. Then, get ideas for your green marketing strategy, including email marketing examples.
There is no shortage of research that makes it clear that investing in sustainability is a wise business decision.
But we’re not saying that the reason to be environmentally responsible is that a business might make a few extra bucks. There are plenty of good reasons for organizations to reduce their carbon footprint and make eco-conscious decisions:
- Because being sustainable makes companies more efficient and productive.
- Because it helps organizations in some industries stay ahead of environmental regulations.
- Because it improves the way customers and prospects view your brand.
- Because Earth is our home, and we probably shouldn’t destroy it.
While we believe that the last reason is by far the most important, in this article, we’re going to focus on the third reason on the list above. That’s because you’ve got to give the people what they want. And a lot of people want to buy from sustainable brands. Use these stats to make a case for going green in the company where you work.
Why Green Marketing Strategies are Good for Business | Mailjet