A NEW STUDY by SmartestEnergy has revealed that consumers are driving the sustainable brand market, with the majority saying they are more likely to buy a responsible product.
Independent energy supplier SmartestEnergy published its findings on consumer attitudes towards sustainable products. The study found that the majority (81%) of consumers surveyed are likely to buy from a consumer brand with a positive approach to sustainability.
The study has also highlighted that brands who communicate their green initiatives can increase sales. Nearly three-quarters (74%) said they would use a brand that has adopted positive sustainability practices, as part of improving their own environmental impact. Furthermore, 57% feel that it is the combined responsibility of individuals, consumer brands and the Government to help maintain a sustainable future.
Mike Shirley, head of marketing, SmartestEnergy comments on this: “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.”
“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.”
However, brands need to do more to promote their green credentials as 45% of consumers are unaware of any sustainable practices brands have adopted. Of those aware of a brand’s green initiatives, 81% were familiar with recycling practices and 75% of plastic bag reduction schemes. They were far less aware of the initiatives brands are doing to help the environment on a larger scale, such as ensuring their supply chain meets environmental standards (40%) and investing in their own renewable energy generation (31%).
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.”
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