Consumers are choosing sustainability, are you?

A week or so ago we took a closer look at sustainable packaging innovations – dipping briefly into the European Consumer Packaging Perceptions study from Pro Carton, the organisation that represents cartonboard makers across Europe.

This time we’re pulling in detail from Euromonitor’s 2018 Consumer Types study to put more flesh on the bones of why it’s increasingly important for brands to do more than pay lip service to sustainability; and delving into a Nielsen report What’s Sustainability Got To Do With It? highlighting some startling sales differences between products making eco claims and those not.

Let’s take a look at what Euromonitor calls Empowered Activists. First a few quick facts:

  • Empowered Activists make up just shy of 20% of global consumers
  • They are 55% female with an average age of 40
  • Average household income is a little over £30,000 per year

These consumers really do feel they can make a difference. They value their personal wellbeing, as well as being concerned about global issues. They are willing to pay more for products that conform to their standards – particularly when it comes to those that are eco-conscious, natural and sustainable. 53% of Empowered Activists seek out all-natural features in fresh food, while 37% are willing to pay more for this.Meanwhile, Nielsen’s research looked at three key categories: Chocolate, Coffee and Bath products. The difference in sales growth between products making a sustainable claim compared to those that don’t are pretty compelling.

OVERALL CATEGORY SALES GROWTHSUSTAINABLE PRODUCTS SALES GROWTH
Weighted average of the three categories+2%+5%
Chocolate+5%+16%
Coffee-1%+1%
Bath Products+1%+14%

The insight from both Euromonitor and Nielsen add even more weight to Pro Carton’s survey, which revealed that given the choice, four out of five shoppers (81%) would choose a product packed in cartonboard rather than plastic. A resounding 91% of European shoppers say they’d choose to spend their money with a supermarket or shop that proactively encouraged shoppers to adopt more environment-friendly forms of packaging and policies.

So, what does all this mean for your brand?

We know that not every product, brand or service can always tick every ‘green’ box. We believe authenticity, honesty and clarity go a long way to making shoppers feel comfortable spending their money with you. If you’re on a ‘sustainable journey’ – one that might see your brand become ‘greener’ over time, then being honest about how you are approaching that might help you take your shoppers on the journey with you.

Take a look at some case studies from brand’s we’ve worked with to see how we’ve helped them to communicate their ethical USPs. If you’d like an informal chat about how Brandality might help you bring out and develop your brand’s sustainable side, get in touch.