Since 2020, consumers have proven more eager than ever to commit to eco-friendly, sustainable brands and products.
Younger generations cite climate change as one of their top concerns and are increasingly looking for ways to reduce their carbon footprint. Even if consumers can’t afford major purchases like electric cars, they seek out alternatives to traditional products, such as reusable items, and are more likely to buy from brands that align with their own views on sustainability.
With consumers focusing on sustainability, what does this mean for brands? Can brands market to eco-conscious consumers in an authentic way and build brand loyalty? Read to learn more.
Sustainable marketing, or eco-friendly marketing, is a strategy that markets products and services based on their real or perceived environmental sustainability.
As new technologies develop and consumer habits change, what qualifies as “eco-friendly” has also shifted. Along with traditionally eco-friendly products, like recyclable materials, consumers are finding other thoughtful and creative ways to be more eco-conscious.
This is both an opportunity and a challenge for brands. While it offers the chance to build customer loyalty and encourage the purchase of premium products, it also means building a strategy around consumers who are smart, in-tune with marketing efforts, and not afraid to call out brands who don’t live up to their sustainability claims. With 85% of consumers looking for "greener" options, companies have to look to sustainability for their future.
When polled for their top worries, climate change ranked high for both Millennials and Gen Z. They feel the effects of inflation and poor economic conditions, but are less willing to sacrifice sustainability in favor of cheaper products.
On the flip side, they are also finding ways to be both sustainable and frugal: by growing their own food, engaging in the resale market, cycling more to get around, and making one-time purchases of reusable products. For example, one survey claims that up to 69% of Gen Z purchased a reusable water bottle in the past year.
The resale market is also booming because it offers lower-cost alternatives and sustainability promises. Some online thrift stores provide estimates of how much carbon and water you save by purchasing resale, an appealing feature for many.
For these consumers, saving money and saving the environment go hand in hand. They’re willing to do the research and connect with a brand for the long term.
When faced with a choice between two products, one more environmentally conscious than the other, many Millennials and Gen Z will choose the more sustainable option – and they aren’t interested in supporting brands who fall short.
Image is everything. Younger consumers want brands to have a moral compass and be aware of their own contributions to climate change.
Consumers can figure out what companies are sustainable, and which are trying to hop on the bandwagon. Coming up in the digital marketing space, younger generations not only easily identify inauthenticity, but have no issue dragging brands through the mud that don’t live up to their promises.
However, considering how involved it is to develop, create, and market anything, it’s unlikely that anything you sell will be 100% sustainable. So how can companies use sustainable marketing to their advantage?
The bottom line? Don’t attempt an eco-friendly marketing strategy unless you can back it up. Just like all your marketing efforts, sustainable marketing should align with your company's mission statement and values. As ever, the best way to build brand loyalty is by telling a great story with emotional appeal.