As government leaders over the world are drafting policies to mitigate climate change, consumers expect businesses also to take responsibility for themselves, especially when issues like environment and climate change crop up.
In the wake of the COVID-19 pandemic, the world has begun to enter an age of activism, and a global research report by Deloitte, which examined consumer issues from six countries, revealed how public opinion and buying patterns have shifted since the crisis began.
Activism also correlates with revenue and brand loyalty and offers a clear opportunity for brands to take action on environmental issues. In fact,23% of the consumers showed interest in switching to buying products from an organization that shares their values pertaining to environmental issues.
As many as 65% of the respondents expect CEOs to do more on social problems and tackle issues like carbon emissions, and air pollution and make sustainable business supply chains.
Some of these shifts that have contributed to activism are due to the growth of social media which has empowered consumers to find common cause with others and the increase in Gen Z customers that rank protecting the environment and climate change as a major concern.
Today, the public has amply demonstrated that it cares extremely passionately about environmental issues and expects businesses to follow suit by making sustainability the cornerstone of their brand strategy.
So how can brands communicate and educate to make better choices? A panel of leading industry leaders in the UK has shown how to navigate the nuances of sustainable marketing in the rapidly evolving landscape.
Quality Concerns
Consumers perceive that sustainable items come with a high price tag. If brands highlight quality alongside sustainability, customers will be able to make eco-friendly choices more easily.
For example, if a customer is looking for long-lasting patio furniture, responsibly harvested teak-labeled wood ensures that your product meets the strict economic and environmental standards.
Again if someone is seeking a sustainable beauty manifesto for hair care, they should seek a concept of equilibrium between substance and shape in the product they purchase.
Communication Concerns
Effective branding comes down to information, understanding, and communication. This strategy helps customers to simplify language in order to make a smart choice.
Retailers on their part can simplify consumer decisions by including sustainable products in the list of the customer’s purchase journey without a significantly high price tag.
Encourage Brand Advocacy
Brand advocacy has become an integral term of marketing strategy as it relies on satisfied customers to promote your product through referrals with families and friends and social media.
Business professionals define brand advocacy as promoting their brands relying on word of mouth marketing that highlights any positive experience they may have had with the brand and the products.
Takeaway
In today’s climate, many forward-thinking businesses are joining the fray and taking suitable action. Market leaders are listening to customers and taking a proactive approach to their environmental issues.
Those who manage to edge ahead, will not only protect their reputation but reap the economic benefits that are bound to follow.
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