SAN FRANCISCO –News Direct– Sustainable Brands
SAN FRANCISCO, November 18, 2021 /3BL Media/ – New research indicates that nearly 70% of consumers believe that they can influence companies to do better by buying from them when they do. The research, revealed by SB Brands for Good, a multi-brand collaboration led by Sustainable Brands where leading global brands are working to use their collective influence to drive sustainable behavior change at scale, was conducted to assess consumer values around sustainability, their supporting behaviors, and understand the gap between intentions and actions.
SB Brands for Good and research partner Ipsos also uncovered that sustainable aspirations among consumers has grown over the past year, particularly among 25-to-34-year-olds. The research also found that 85% of consumers say they are loyal to brands that help them achieve a better and more balanced life. These sustainable aspirations, paired with the desire to support companies that are doing good, suggest that brands can build and reinforce consumer actions by speaking up and taking action on issues of societal and environmental relevance.
However, brands should also be prepared to make taking sustainable action attainable for consumers. Among those consumers who reported fewer sustainable actions and intentions, many cited “too expensive” or “not knowing where to start” as their main obstacles. Additionally, about half of U.S. consumers report that the COVID-19 pandemic and the current economic landscape have made it more difficult to live sustainably.
“Consumers are paying more attention to their sustainable behaviors and looking to support brands who empower and enable their good intentions,” said Etienne White, VP, SB Brands for Good. “Many of our partners are helping consumers to incorporate the Nine Sustainable Behaviors into their everyday lives, however there are still opportunities to take further action.”
Brands have an opportunity to facilitate the positive intentions of U.S. consumers in several key societal areas, including supporting women and girls, championing diversity, equity and inclusion opportunities, and showing up in support of local communities. These are areas that perhaps are more difficult for consumers to integrate into their day-to-day activities – as opposed to recycling or reducing food waste. However, 77% of US consumers agree that solving environmental issues will require solving social issues, so brands that take action in these societal areas may have a ripple effect on other sustainable behaviors.
For other data from the study, or more information on Brands for Good, visit https://sbbrandsforgood.com/.
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About the Survey
Data was collected online within the United States by Ipsos in conjunction with SB Brands for Good with field dates of August 12 through August 24, 2021. The 5,000 person sample was among the U.S. general public, weighted to be nationally representative, adults 18+.
About SB Brands for Good
SB Brands for Good is on a mission to make sustainable living easier and more rewarding for people around the world. It is working with experts on the leading edge of sustainability, innovation and …….