From Global Warming to Climate Change, to Environmental Protection and now Sustainability - whatever you call it, it matters. According to research from GlobalWebIndex, "42% of U.S. and UK consumers say products that use sustainable materials are important when it comes to their day-to-day purchases."
Beyond that, as we continue to operate in a Post-B2B world (a.k.a. B2B2C, Business to People, Marketing to Humans), we're seeing the importance of taking a stand on sensitive issues - everything from data privacy to gender equality to environmental protection - is critical for all organizations.
In fact, in a recent study, Hotwire uncovered that concerns around sustainability are becoming a "high stakes" issue for how brands communicate to their customers. The data shows that 82% of consumers would consider dropping a brand associated with a partner or supplier who handled a high-stakes issue in a way that violated their values.
So as a marketer, with the fate of your brand already on your shoulders, how do you tackle one of the world's biggest problems too?? Start by taking a stand, not just on anything, but on something you truly believe in. Then you can plan, plan and plan some more - think about how your values can and should be communicated to your customers, prospects, employees, stakeholders, etc. and how those audiences can be part of the rollout. Next, do something - participate, donate, contribute, volunteer. On the issue of sustainability, for example, there are small things that make a huge difference.
Brands can no longer talk the talk but they need to walk the walk. As a general consumer, concerns around sustainability continue to increase and impact our daily lives, brands must also address this concern and not wait until it's too late.
It’s not only a demand for sustainability that has grown, but also a willingness among consumers to put their money where their mouth is. From our global research, we’ve seen the number of consumers who say they would be willing to pay more for sustainable/eco-friendly products grow from 49% in 2011 to 57% in 2018.