More consumers are now buying sustainable products

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 19, 2019, 4:21 PM GMT+0

Sales of consumer packaged goods with on-pack sustainability claims have grown steadily.

Research by NYU Stern’s Centre for Sustainable Business on U.S consumers revealed that 50% of growth in consumer packaged goods from 2013 to 2018 came from sustainable products. This piece asserts that brands can no longer claim that there is a low demand for sustainable products.

According to this article, products marketed as sustainable grew 5.6 times faster, indicating a shift in consumer preference towards environment-friendly products. Products, which need to have a higher degree of efficiencies like sanitary pads and laundry care, have seen growth at around 150% despite having a lower share of sustainability-marked products.  

Brands can connect to consumers on a deeper level by aligning their values to customers shopping interests. Unilever is now delivering 70% of turnover growth by reinventing its legacy products into “sustainable living” brands.

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