Sustainability, in addition to being a good option to reduce costs and help the environment, is a way to strengthen your brand as consumers are increasingly looking for sustainable brands. Whether as a simple increased value for your business, or as your business’ vision and goal for the future, sustainability is here to stay and your customers know it.
So, why is sustainability important? Because of the growing demand for natural resources, climate change or economic disparities, or even from the perspective of marketing... It is crucial to create a value proposition for the customers that become more strict with their own choices and purchases.
It is undeniable that sustainability is important for companies' long-term strategies.
New Consumption Patterns
Consumers are constantly increasing their knowledge and concern for the environment. Health has become one of the main factors to consider at the time of purchase, as well as meaningful experiences and the possibility of strengthening ties.
The “zero waste” movement is getting bigger each day. And non-reusable packaging, plastic bags and coupons, and non-organic products are not an option anymore.
Consumers are aware of the commitments established by the brands, and will call you out on it.
Branding and Marketing Trends
A good brand is is more than a good strategy, a marketing campaign or even a logo. A good brand drives action and cultivates change.
Consumers today are more informed and their search for information is just a click away. Even if you want to please all consumers, brands have to be authentic and show their unique values, in order to get people to fall in love with them and their products.
Sustainable business models are built on trust and traceability in the value chain. It is not worth lying or deceiving your customers, brands need to be transparent.