The Sustainability Imperative
It’s hard to ignore the siren call to protect the planet. Or to remain unmoved by those facing increasingly poor living conditions across the globe.
As a result, many consumers have adopted more sustainable behaviors. Others are working for or supporting organizations dedicated to social and environmental change.
Consumers are trying to be responsible citizens of the world, and they expect the same from corporations. So when it comes to purchasing, they are doing their homework. Checking labels before buying. Looking at web sites for information on business and manufacturing practices. Paying attention to public opinion on specific brands in the news or on social media.
Key Influencers for Those Willing to Pay More
Among the 66% of global respondents willing to pay more, over 50% of them are influenced by key sustainability factors, such as a product being made from fresh, natural and/or organic ingredients (69%), a company being environmentally friendly (58%), and company being known for its commitment to social value (56%). Sales, and coupons didn’t even make the top five. For this group, personal values are more important than personal benefits, such as cost or convenience.