Going green is no longer a fringe activity for brands. Americans are increasingly interested in purchasing products that are sustainably manufactured and sourced to help minimize their effect on the environment. More than 34% of US households classify themselves as eco-driven, and those 44 million homes represent over $1 trillion in spending power, according to Numerator’s Winning the Eco-Driven Consumer report.
This desire for a greener lifestyle inevitably affects brands and Numerator’s report offers key insights to help marketers more effectively engage the eco-driven consumer.
Key insights about green consumers
Some 21% of eco–driven consumers are ages 65 and over, while 19% are ages 18 to 34, showing that the desire for more sustainable living is equally important to older and younger generations.
Some 69% of eco-driven consumers are more likely to buy from brands making eco-friendly progress, compared to 47% of mainstream shoppers.
Reducing product waste is considered as the most important way to be eco-friendly, cited by 39% of eco-driven shoppers and 37% of mainstream shoppers.
How marketers can engage with shoppers going green
“Brands have a real opportunity to dial up their packaging creative when it comes to eco-minded claims and materials,” Sean Seger, an analyst at Numerator, told SmartBrief.
“And outside of lower prices, these consumers say the biggest drivers behind their purchases are biodegradable or environmentally friendly packaging, explicit call outs of a product’s environmental impact, and details about how the product is sourced,” Seger said.
Purpose-driven marketing is here to stay
Numerator’s findings on eco-driven behaviors becoming more mainstream are echoed by a global IBM study, which found the largest segment of consumers, at 44%, are now purpose-driven and choose brands and products based on values alignment.
As purpose becomes increasingly important to consumers, brands will need to respond with both messaging and actions related to sustainability and diversity, equity and inclusion.
This could include diversifying supplying chains, while making sure they are sustainable, and developing a deeper understanding of the nuances of diverse audiences.
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