Guest post by Annie Button–Expert in all things sustainability
Over the past few years, public awareness and opinions on environmental issues have risen up the agenda for consumers across the U.S. Once seen as a niche interest area, sustainability has become mainstream as eco-anxieties grow and calls to live more consciously increase.
Brands that lean into ethics and operate responsibly have an opportunity to tap into motivations around reducing waste, protecting the planet, and making purchasing decisions that align with rapidly shifting values.
Customers’ views on sustainability: what matters most?
Consumers are increasingly concerned about the environmental impact of their purchases. This is leading to a growing demand for sustainable products, and services. Studies have shown that consumers are willing to pay more for sustainable products and are more likely to purchase products from companies that are committed to sustainability. In fact, one 2023 survey found that over 70% of respondents would pay more, with one in 10 stating they’d pay 30% more.
There are a number of factors driving this trend. One is the growing awareness of the environmental impact of climate change. Consumers are becoming more aware of the need to reduce their carbon footprint and are looking for ways to do so, as the media shares more of the dangers of climate change and the impact of fossil fuels and pollution.
Another factor is the increasing availability of sustainable products and services. In the past, sustainable products were often more expensive and difficult to find, making it harder for people to make the swaps necessary to lead a greener lifestyle. However, this is changing as more and more companies are offering sustainable products and services, such as MPB, a business sourcing 45% of its electricity from renewable sources and sending zero waste to landfill, and Reformation, a company that offsets 100% of their carbon emissions.
Consumers are also becoming more educated about sustainability – they’re learning about the different ways they can make a difference, and they’re looking for information about the sustainability practices of the companies they buy from. Social media has played a major role in raising awareness of sustainability issues. Consumers are increasingly using social media to connect with like-minded individuals and to learn about the latest sustainability trends.
The risks of superficial green messaging
While sustainability matters more to shoppers, most now look past superficial green messaging to consider substantive actions around social responsibility and environmental credentials. The customer view has matured to now delve deeper into sourcing, transportation miles and fairness across extended supply chains, revealing many businesses to be taking part in greenwashing tactics to boost sales.
Sustainability has developed as a concept, so much so that conscious consumers now interpret broadly, translating vague promises or nominal gestures into skepticism rather than brand loyalty. Terms like “recyclable”, “natural” or “green” may once have reliably signaled eco-credentials to many buyers. But increased awareness of interconnected environmental and social impacts means shoppers dig deeper across the whole product lifecycle when judging brand authenticity. The EU has already taken measures to protect the people from messaging that is incorrect or subjective.
With complex, interconnected definitions of sustainability now commonplace, brands must demonstrate authenticity to retain trust. Token carbon offset projects contradicted by lax governance and exploitative work practices simply shout greenwashing to buyers.
What can be called sustainable?
Sustainable packaging is not only about using a recyclable material but should consider the full environmental, social, and economic impacts of packaging materials—from raw material extraction through disposal. The goal is to meet current needs without limiting the ability of future generations to meet their own needs.
To create truly sustainable packaging, companies can use recycled and plant-based materials, reducing dependence on limited resources. Designing packaging that is recyclable, or compostable is a good start. However, working with reusable packaging is where you experience true sustainable efforts. This keeps materials in circulation and out of landfills. Companies should also think holistically, minimizing packaging wherever possible.
The people who produce packaging equally deserve sustainable and ethical working environments. By considering the well-being of communities touched by production, sustainable packaging promotes social responsibility. Overall, sustainable packaging means using renewable, recyclable materials, minimizing waste, and taking responsibility for environmental and societal impacts across the entire packaging lifecycle. This comprehensive approach helps preserve resources now and into the future.
What today’s consumers need when it comes to sustainability
In today’s market, where consumers are increasingly conscious of sustainability, businesses must adapt their strategies and practices to align with these evolving expectations. Ultimately, customers want it to be easier to make greener swaps, but there are several steps to achieving that.
Affordability and authenticity
Affordability is a key element of what consumers expect from sustainable brands. While there is growing awareness and preference for sustainably made goods, cost remains a barrier to mass adoption.
Products that are both environmentally and socially responsible and accessible to everyday buyers stand the best chance of shifting broader purchasing behavior. Meeting customers’ needs around price builds crucial trust in a brand’s authenticity on sustainability claims and increases the likelihood of repeat “ethical” purchases.
Transparency and trust
It’s also critical that brands interested in changing their customers’ perception of the business be transparent about sustainability efforts and performance through regular reporting. Customers also expect businesses to showcase a commitment to continuous improvement and innovation of sustainability practices with new technologies and benchmarks.
In order for consumers to truly trust sustainable brands, those companies must demonstrate consistency and transparency in their messaging and actions around sustainability. It is not enough to make claims or even do the right things sometimes – regular, visible commitment is key.
Brands build trust by backing up marketing with substantive, ongoing investments and initiatives that match their stated values. They also publish frequent disclosures with meaningful performance data, undergo third-party audits, and maintain open dialogue around challenges as well as achievements. When brands are consistent over time and across business units in prioritizing people and planet alongside profits – even when inconvenient – they prove authenticity.
As we’ve seen in recent years, how we view sustainability has changed considerably and customers are no longer happy to settle for the bare basics. As consumer demand for sustainable products and practices continues to grow, businesses that embrace sustainability will be well-positioned for long-term success.
About Annie Button
Annie Button is a freelance writer based in the UK. She specializes in sustainable living and business development. Her work has been featured in a variety of online publications and platforms.
