Feefo analyse over 40 million of their verified reviews to understand how important sustainability was in purchasing decisions. The results were quite intriguing.
In recent years, the concept of sustainability has gained significant prominence in various industries as consumers become increasingly conscious of their environmental impact and social responsibility. As a result, businesses have been forced to adapt to this shifting consumer mindset and integrate sustainable practices into their operations. The question of whether consumers truly care about a brand's sustainability credentials before making a purchase is a complex one which Feefo wanted to get to the bottom of.
It's essential to recognise that there is a growing segment of consumers who prioritise sustainability when making purchasing decisions. These eco-conscious consumers actively seek out products and services from brands that demonstrate a commitment to environmental preservation, ethical sourcing, and responsible manufacturing processes. For them, a brand's sustainability credentials can be a decisive factor in their purchase choices. Surveys and studies have consistently shown that a significant portion of consumers are willing to pay a premium for products and services that align with their values of sustainability.
The increasing global awareness of climate change, resource depletion, and social issues has led to a change in consumer behavior. Many individuals are now more informed about the consequences of their consumption patterns and want to contribute to positive change. Sustainable brands often resonate with these consumers, providing them with a sense of purpose and aligning with their personal values. This emotional connection can create long-term loyalty and advocacy, as these consumers tend to share their positive experiences with friends and family, thus influencing others to consider sustainability in their purchase decisions.
There is a level of skepticism among some consumers regarding greenwashing – the act of misleadingly presenting a company or its products as environmentally friendly. As the sustainability trend gains momentum, some brands may try to capitalise on it without genuinely incorporating sustainable practices. This skepticism could lead some consumers to question the authenticity of sustainability claims and undermine the overall impact of such marketing strategies.
This is one of the key reasons why Feefo partnered with ethy to launch our Sustainability Awareness Solution. We wanted consumers to trust the credentials a brand was promoting, and we wanted brands to be able to shout loudly and proudly about their hardwork without fear of greenwashing.
By combining Feefo and ethy's beliefs around being honest and transparent, coupled in with the fact that both businesses verify everything before allowing content to be published, we successfully launched our Sustainability Awareness Solution using consumer friendly verification marks that can be displayed alongside a brands verified Feefo reviews. Proving that authenticity is genuine.
As sustainability continues to be a focal point of public discourse and consumers' values, brands that genuinely embrace sustainable practices and engage in transparent communication are likely to see greater benefits in terms of customer loyalty, positive brand perception, and long-term success.