When we talk about sustainability, we often do so in opposition to convenience. We are naturally inclined to think that a sustainable product is harder to manufacture and therefore more expensive, which makes it less profitable for the producer or more expensive for the consumer. Research in various industries, from cosmetics to clothing, suggests that this may not be the case. While there is no doubt that sustainable production processes are generally more expensive than heavily polluting ones, it is also true that increasing numbers of consumers are prepared to pay more for products with a lower environmental impact. Apparently, sustainability sells.
The conscious consumption revolution
Contemporary consumers are
much better informed than those the market has known over the last thirty years.
Contemporary consumer profiles, notwithstanding the differences that occur in different industries and demographic groups, are characterised by greater awareness, they make independent choices after studying products, comparing different offers, and reading user reviews. In other words, it is no longer enough to provide a good product to win the consumers' favour. Users
are not simply interested in quality, they are also aware that their financial support for a brand means something and want to reserve it
for products and brands that are in line with their personal values.
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Not buying is also a choice: why consumers abandon a brand
Sustainability does not necessarily sell in itself, but when a brand makes particularly questionable choices, consumers increasingly choose to walk away, in order not to support its operations.
Sustainability is often a key factor in this kind of consumer behaviour. For many consumers, of course, the product's
price and
convenience are still the main purchasing criteria, but this should not be taken to mean that it is easy to 'force' the public to continue buying a brand for which they have no esteem or respect. Throughout most of the world, it is easy to access different options for all kinds of products and one can be relatively certain that if a brand stands out negatively for its unsustainable practices or value choices that the public does not appreciate, consumers will not be at a loss for alternatives.
Sustainability and transparency: informed consumers demand clarity
Conscious consumer choices are based on
correct information. This is why, in recent years, we have seen a surge in
labels and certifications certifying the sustainability of all kinds of commodities. The industries in which these labels are most widely used are undoubtedly the
food and
fashion industries. However, there are other areas,
such as the travel industry, that are increasingly getting into the habit of
offering the public information on the sustainability of the available products and services. It is becoming apparent that multiple demographic groups are increasingly willing to
pay more, for products of the same quality, if a sustainable option is available. After years of boycotts and incentives, scandals, and awareness campaigns, we are now approaching a scenario in which
sustainability sells, but more importantly, lack of sustainability can irreparably damage a brand's image.
