What’s going on in the RNN world
A recent global consumer study from Unilever reveals fascinating insights regarding consumer interest in and commitment to sustainable products, revealing a third of consumers are now choosing to buy from brands based on their social and environmental impact.
The study asked 20,000 adults from five countries how their sustainability concerns impact their shopping decisions and product use. As well as confirming the public’s high expectations of brands when it comes to having a positive social and environmental impact, the study’s findings uncover an unprecedented opportunity for companies that get it right.
Among the findings: More than one in five (21%) said they would actively choose brands if they made their sustainability credentials clearer on their packaging and in their marketing - While 33% of those surveyed said they would purchase a product if they believe it benefits society and the environment.
The scale of this opportunity can be seen in Unilever’s own financial performance. For its part, Unilever seems to have hit the nail on the head in terms of creating brand and social value through sustainability: Of its hundreds of brands, those such as Dove, Hellmann’s and Ben & Jerry’s, that have integrated sustainability into both their purpose and products delivered over half (60%) the company’s global growth in 2016. Collectively, they are also growing 50% faster than the rest of the business.
This research confirms that sustainability isn’t a 'nice-to-have' for businesses. In fact, it has become an imperative.
So, next week when you are doing your weekly shop will sustainability/ product ethics influence your buying? We hope so!