Going Green Earns Returns
As we approach the 45th anniversary of Earth Day, one thing remains for certain – consumers want sustainability. Today, they are looking for businesses that show they care about the environment, even if it means paying a little more for their goods or services as a result. In fact, Nielsen found that 55% of global consumers would be willing to pay more for products and services provided by companies committed to making a positive social and environmental impact. That percentage will likely only increase, as more and more consumers become educated about social and environmental issues.
With those statistics in mind, advertisers need to capitalize on this growing opportunity. As a matter of fact, Nielsen’s research also indicates that brands that promote their sustainability efforts through marketing campaigns seem to experience a lift in sales. Top-notch brand Coca-Cola, for example, is one company capitalizing on going green. The company carefully targeted sustainability content to a select group of consumers through paid social, in an effort to bring awareness about its commitment to the environment to the people who are most likely to review and pass along the content.
Take some time to review what consumers are saying about brands and sustainability in the infographic below. Is your business eco-friendly? If not, you’ll see – now might be the time to go green.