A new study produced by Accenture and Havas Media entitled From Marketing to Mattering has revealed that a third of consumers consider companies’ sustainability credentials when choosing where to shop and what to buy.
The study, which was based on a survey of 30,000 consumers in 20 countries, found that thirty-two percent of consumers claim that they “often’ or “always” consider sustainability when shopping. This represents a sizable portion of the market. Furthermore, the study found that 23% of consumers regularly research information on the sustainability performance of companies that they buy from.
These figures may be lower than what many sustainability advocates would like to see; however, it also proves that sustainability is not something that companies can afford to ignore. Sustainability is not currently, and may never be, a factor in the thinking of every consumer, but it is something that can help or hurt market share.
The study advises that transparency is a particularly important facet of sustainability to consumers right now. Businesses, it says, should also stress showing the consumer market why their companies are holistically beneficial to modern society and the environment, rather than only talk about specific sustainability projects.