We know when asked if sustainability is important to them most consumers will respond that it is, but does that intent really translate at the point of purchase? The answer to that question is yes, and the number is growing.
Unilever reported that their “Sustainable Living” brands are growing more than 50% faster than the rest of the business and accounted for 60% of growth in 2016. They also commissioned research to help understand the drivers for consumers’ purchasing habits and behavior. The report showed that over half of all consumers already buy or want to buy sustainably. One in three (33%) already purchase products with sustainability in mind, and a further 21% do not currently but would like to.
Unilever CEO Paul Polman told Marketing Week, “There is no doubt that the Unilever Sustainable Living Plan is making us more competitive by helping us to build our brands and spur innovation, strengthen our supply chain and reduce our risks, lower our costs, and build trust in our business. It is helping Unilever to serve society and our many consumers, and in doing so, create value for shareholders.”
Sustainability is rapidly moving from a point of differentiation for brands to a consumer expectation.
Read the full article at Marketing Week.
Photography: Gaetano Cessati via Unsplash