How the rise in sustainability will affect consumer purchasing decisions this Christmas ♻️
Sustainability has always been a hot topic, but curiously, more and more of us are more conscious of our environmental impact in the wake of the pandemic.
According to a recent study, over 82% of us claim that sustainability weighs more heavily on our minds now than it ever did before 2020.
Furthermore, recent research into consumer behaviour has revealed that almost 4 out of 5 of us (around 78%) believe that large businesses have a significant role to play in the fight against climate change.
This holiday season, consumers are going to purchase more from environmentally conscious brands.
But despite the statistics showing that consumer interest is undeniably in favour of "going green" the fact is that most businesses do not and cannot centre their production around sustainability at this time.
So, how can businesses attract Christmas shoppers?
The good news is that to appeal to ethically conscious shoppers, businesses and brands don't need to make huge changes overnight.
Here's how brands can attract these Christmas shoppers:
1. Make it easy
While it is true that most consumers are much more environmentally conscious in 2021, that hasn't stopped them valuing what they have always valued.
Affordability, relevance and convenience will always be important to consumers when making purchasing decisions.
What attracts consumers to green products is that, by simply purchasing a product, consumers feel better about the difference that they are making.
The truth is, purchasing products with environmental benefits is easier than some heavy-duty lifestyle changes that could reduce carbon footprint.
Consumers want brands to make helping the environment easier for them.
As such, brands should always try to...
2. Connect the purchase to a moral decision
Now more than ever, consumers want to feel that they are doing their bit in the fight against climate change.
If it's a choice between a sustainable product, or one created with the environment in mind in some way, and non-sustainable products, the majority of shoppers will go sustainable every time.
As such, brands should consider listing the environmentally friendly benefits of their product alongside other benefits of the product to create a seamless relationship between the product and positive steps to fighting climate change.
The truth is, consumers aren’t expecting brands to adopt a complete sustainability revamp overnight, instead they want to know what brands are doing to limit their carbon footprint and environmental impact right now.
But rather than adding their current steps separately or in a new product, brands should take their bestsellers and highlight how these are made in a somewhat sustainable fashion.
According to several recent studies, consumers are more motivated to purchase a product or service when they can understand how they are thereby supporting environmental causes in a tangible way.
By highlighting how consumers choosing to buy your products are therefore making an environmentally friendly choice, and by therefore making environmentally friendly deeds feel simple and possible for the consumer, the shopper will feel much more invested in the product.
As a result, consumers are much more likely to purchase further products from you.
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