With today’s post, we wrap up this week’s 4-part series on sustainability. We call it sustainability and brand trust.
In order, these were the other posts:
- Conscious Consumer Segment Is Growing
- Shopping for Sustainable Clothing
- Guilt-Free Laundry Coming Soon
The Relationship of Sustainability and Brand Trust
How related are these two concepts? Nielsen recently did a study on these topics.
“Consumers will spend up to $150 billion on sustainable products by 2021. However, they don’t value all attributes considered ‘sustainable’ equally. Therefore, different attributes resonate best within different product categories. Thus, brands should take care to focus on products with sustainability claims with credibility and trust. Or they could end up alienating customers.”
“In our April 2019 Omnibus study of 21,000+ U.S. households, we found that products that are environmentally friendly and use recycled packaging resonate most strongly with consumers overall. Consumers find both of these qualities as most important to their decision making. As well as top attributes they would pay more for across all categories.”
“This is good news for all marketers seeking to connect with sustainability-minded consumers. Brands in most categories can incorporate recycled packaging into products. Whereas other top attributes might be relevant only in specific categories. An awareness of an attribute’s value can increase consumers’ willingness to pay more. Across categories, consumers’ familiarity with an attribute strongly correlated with their willingness to pay more for it. “
“The top attributes that more than one-third of consumers were willing to pay more for included. Cruelty free (31%). Farm raised (32%). Organic farming (33%). And environmentally friendly (33.5%).”‘