As we are learning each day, marketing sustainability pays off. In the past, that was not always true. For two reasons. Firstly, many people thought sustainability was just marketing hype. Secondly, many consumers avoided the higher prices of sustainable products. But that is changing.
To paraphrase Merriam-Webster: Sustainability refers to using a resource in a manner so that this resource will not become depleted or permanently damaged.
As Nielsen Shows, Marketing Sustainability Pays Off
“The ways in which companies deliver on their brand promises to consumers is steadily widening. Due to sustainability expansion well beyond food and beverages. Indeed, we expect sustainable-minded shoppers to spend up to $150 billion on sustainable products by 2021. As sustainability starts to drive gains in everything from resource management to product packaging. Here’s a glimpse into the myriad ways in which consumer packaged goods companies embrace sustainability. As well as outperform along the way.”
The following chart highlights some examples from Nielsen. [Please note: CPG refers to consumer packaged goods.]