According to sustainablebrands.com over 50% of global consumers are willing to pay more for socially responsible products.
This varies according to markets demographics, with European consumers being more skeptical than Asian consumers. But the numbers are staggering. People really do care about the integrity and the impact of what they purchase, at least half of them do anyway.
As with everything it’s about building trust. People love brands that they trust and they will show loyalty and forgiveness. Brands that consistently deliver a feel good experience will win every time.
Buying natural products supports rural farming communities, buying synthetic products supports the oil industry. Maybe if people thought about this they would use more wool?
What we have to do is pull heart-strings. It’s our job to build trust and to deliver integrity. With real stories that resonate with the half of consumers who care.
Perhaps we need to stop making sustainability statements on corporate websites? No one cares what your carbon footprint is, that was last centuries obsession. Make a care statement instead, but make it real.
More information on the Sustainable Brands survey is here