Sustainability, green lines are the main concerns in brand selection: report

More than seven in ten US consumers say it is at least moderately important that brands offer products that are “clean” (78%), are sustainable and environmentally friendly (77%), support recycling (76%) or use natural ingredients (72 percent), according to a report from IBM and the National Retail Federation (NRF). Millennials are leading the charge on sustainability awareness.

However, each age group indicates that the attributes of sustainability, environment and personal well-being are important considerations in choosing brands.

Almost 57% are willing to change their purchasing habits to help reduce the negative impact on the environment, and among those who say sustainability is important to them, this figure jumps to 77%, according to the report titled ‘Meet the 2020 Consumers Driving Change.’

More than seven in ten U.S. consumers say it’s at least moderately important that brands offer ‘clean’ products, are sustainable and eco-friendly, support recycling, or use natural ingredients, IBM report finds and the National Retail Federation (NRF). Millennials are leading the charge on sustainability awareness, he said.

Plus, of those who say these features are very important, more than seven in ten are willing to pay extra for brands that support recycling, practice sustainability, and are eco-friendly.

While Gen Z cites health and wellness as their top priority, clean products are the most important to other groups. Interestingly, natural or organic attributes are of lesser importance in all age groups.

With sustainability at the forefront, consumers are doing more than just checking the ingredient list on a label. They want details about sourcing, how products are made or processed, and how they are delivered.

Of the consumers surveyed, 73 percent say product traceability is important to them. Of those who say this trait is very important, 71% would pay a high price for it. Buyers are also looking for information on corporate sustainability policies.

Many want reassurance that brands are supporting recycling, funding charitable causes, or taking other action that demonstrates their social responsibility. When consumers choose a product with sustainability in mind, 84% say brand trust is important. In other words, consumers use brands as an indicator of the attributes they are looking for.

Surprisingly, no matter how much consumers trust a brand, they will always research thoroughly before buying. Even 75% of brand-focused consumers say they do substantial research before making a purchase. Therefore, trust and credibility must be constantly strengthened, the report adds.

Fibre2Fashion Information Office (DS)

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