Scaling Sustainability

At the same time, too much information and conflicting reports and opinions, have created some uncertainty and confusion about the seriousness of the problem and what needs to be done to protect the environment.

Consumers expect brands and companies to simplify the journey for them. Not as easy as it sounds when trust in big brands and companies is also waning, especially among younger Gen Z skeptics. As more brands join in making promises to be net-zero by 2040, or other random dates, the majority of consumers still don’t know what this means, leading to more questions than answers about business’ true motives, transparency, and the authenticity of their commitment to sustainability as a priority.

As consumers become more aware and more educated about industry and big business practices, they will be more likely to put their trust in smaller, more innovative, purpose-driven companies that make saving the planet their main reason for being.

Consumers want more than just promises, they want to see and feel true changes that make a difference in their lives today, and are not cost prohibitive.

84% of consumers are worried about plastic pollution and its impact on the environment (Oceana Poll/IPSOS Poll November 2021). The products and services consumers see as most important to them personally when it comes to sustainable consumption are:

• Packaging 40%
• Animal welfare 35%
• Fairly traded and produced 31%
• Use of renewable raw materials 29%
• No use of environmentally harmful raw materials 27%

Younger Millennials and Gen Z consumers, in particular, want to see the results of their efforts and will be seeking tools to help them control and monitor the impact brands and businesses are making.

Businesses should think about ways to partner with consumers to give them more control over changes they want to see, and find ways to reward them for their efforts. Do your customers feel connected to your environmental efforts?

According to a study by the National Environmental Education Foundation, close to 90% of employees engaged in their company’s sustainability work say it enhances their job satisfaction and overall feelings about the company.

Partners can help with speed and scale when it comes to sustainability. For instance, our partnership with Cloverly allows us to offer clients Carbon Offset credits with each order of merchandise.