Consumers' top 5 sustainability actions
How can companies attract eco-conscious consumers?
Climate change awareness and eco-conscious behavior have not just increased but rather become a viral trend among consumers over the past few years. And they are looking to support a sustainable future in more than one way.
The Eco-Wakening study from 2021 shows that the number of Google searches for sustainable products has increased by 71% since 2016. Meanwhile 50% of respondents in a 2019 survey stated that they had switched a supplier before because their values had been violated by the initial one.
Companies have started to react, engaging in sustainability practices to satisfy new consumer needs and stay relevant. However, many of them are still struggling.
The question is: What are customers looking
for when they want to buy sustainably?
A study by Deloitte confirms that in 2022 these were consumer’s most preferred practices when searching for ethical products:
Producing sustainable packaging and products
Reducing waste in the manufacturing process
Committing to ethical working practices
Reducing carbon footprint
Respect for human rights
Companies should also always pay attention to the fact that consumers generally have little trust in commercial sustainability claims. One out of two consumers indicated that they either don't know what information to trust or don't trust claims of this kind at all when shopping for sustainable products.
Deloitte researchers ad to their findings: "…more needs to be done to give consumers greater access to information and offer better affordability and availability of sustainable options."
They advise companies to establish transparent, responsible supply chains and make strong environmental commitments to strengthen their public perception and reliability in terms of sustainability.