Markets increasingly demand more brands committed to the environment. Biodegradable packages, low-emission transport, or sustainably sourced food are the main demands in a world on the brink of collapse.
Consumers expect brands to take more responsibility and be more sustainable. Turning a deaf ear is no longer an option.
Furthermore, with government initiatives so vigilant, it’s the middle-of-the-road brands that are in the spotlight, at least from a consumer perspective.
This is something that brands should take advantage of to increase their appeal and drive purchases. By discovering exactly what motivates consumers to form a good opinion of them and from a sustainability perspective, showing yourself as a brand committed to the environment is a smart decision.
Brands need to gather knowledge to develop processes, products, and messages that meet the growing expectations of their customers. Above all, putting its commitment to sustainability at the center.
Here you will find some eco-friendly brands that are meeting this evolving trend and have already started reaping their rewards in terms of reputation and customer engagement.
More than ever, consumers have become the voters of product success. Most people choose brands that are committed to the environment and that also take a clear position on important social, cultural, and political issues. This was revealed in an online survey of nearly 30,000 people conducted by Accenture Strategy in 35 countries between August and October 2018.
From compostable poop bags and bamboo toothbrushes to bans on plastic bags and electric vehicles, companies are rising to the challenge of being environmentally committed brands.
That study also found that nearly two-thirds of consumers prefer to buy goods and services from companies whose values align with their own. And that, of course, includes brands committed to the environment.
As one of the world’s most powerful brands, Amazon takes its responsibility very seriously. Through a center dedicated to evaluating strategies, the Amazon Sustainability Data initiative, the marketplace giant highlights its relentless commitment to sustainability. And this in more ways than one.
But the most powerful messages here are delivered through articles and videos showcasing collaborations with big-name brands like Procter & Gamble. Another example of this is the moment in which he describes P&G’s recognizable Orange Tide laundry detergent bottle as an American icon. Amazon then set about working with the company to create a more sustainable packaging solution.
By partnering with a high-profile brand that uses a lot of plastic packaging for its products, Amazon effectively amplifies its message through two identifiable and popular audiences.
Building a reputation for environmental responsibility is imperative for brands like Ecognom looking to engage consumers. Collaborations allow them to access new audiences. Plus, they add weight to your message through shared goals.
Approximately 74 million women in the United States alone. They walk out the door every morning with some kind of cosmetic. It is a sector that moves millions of dollars annually.
Women today want cosmetic products to keep their promises. In this way, they hope that they will show themselves as brands committed to the Environment. Also, they do not experiment with animals or are harmful.
The transgressive cult makeup and beauty brand Milk Makeup has promoted the concept of clean beauty since its launch in 2016. Thanks to this, it has been creating awareness about the environmental and ecological impact of makeup.
While not originally vegan when it first launched, Milk Makeup is now a brand committed to veganism. Today it has completely vegan products opting to use natural alternatives to animal by-products.
There has never been a better time to take a vegan approach to your makeup and skincare, says the brand. According to Fast Company’s Eillie Anzilotti, the industry’s entire supply chain, from where the materials are sourced to what happens to the discarded packaging of used products, has the potential to leave a deep environmental footprint.
Milk Makeup is a firm believer in the concept of clean beauty. This means never including ingredients like parabens, sulfates, or mineral oils in their products. Instead, they use alternative natural ingredients like watermelon extract and mango butter.
Nestle has focused its environmental strategy on packaging. The company has joined the list of brands committed to the Environment. So they will move their entire arsenal to make 100% of their packaging in 2025 reusable or recyclable.
And they have a good reason for it: 2 out of 3 consumers trust brands that make a public promise to be sustainable. reduction of carbon emissions.
In addition to its renewable packaging, it is also helping to develop new approaches to eliminate plastic waste by partnering with Danimer Scientific to create a biodegradable and recyclable marine bottle.
As Coca-Cola pointed out, the end of a product’s life is not something you see in most diagrams or purchase descriptions. But it offers a great opportunity to create a shared experience with the consumer.
Environmentally committed brands that are clear, informative, and even innovative when it comes to recycling are well positioned in the market to benefit from sales.
The leading company in the beer sector recently announced that this year it will eliminate plastic from its containers and packaging of more than 12 different product groups to adhere to the brands committed to the Environment.
The brewery announced that among the materials that are going to stop being used is plastic shrink wrap. These will be replaced by biodegradable cardboard boxes.
Add to this list the famous rings that hold the cans together. These are quite a challenge due to the few alternatives that currently exist on the market.
In the last 10 years, Mahou-San Miguel has reduced its use of plastic by more than 960 tons; that of cardboard, by more than 1,000 tons; and the lightening of its glass containers has saved more than 3,500 tons of glass. All this translates into a saving of 7,200 tons of CO2 that has not been emitted into the atmosphere.
For all you outdoor enthusiasts, Patagonia is one of the most successful sportswear retailers in the world. They sell everything. From snow wear to fleece to sleeping bags. They draw the crowd to all kinds of adventures.
Your target audience is often very environmentally conscious. For this reason, Patagonia’s corporate philosophy is environmentalism and sustainability. They have built repair centers all over the world. Thus, they have increased the longevity of their products by reducing their carbon footprint.
Patagonia’s corporate philosophy is 100% for the planet, but they are not perfect. They have been open and honest about the areas of their business that need improvement. Including the use of fossil fuels to produce shells for their coats. In this way. They try to contribute to the fight against climate change.
Denim is known for requiring large amounts of water to create a pair of jeans. But the new Levi`s Water Less collection uses up to 96% less water.
For this and all of its products, Levis is committed to sustainability throughout the entire design and manufacturing process. Including working towards 100% sustainably sourced cotton. In addition to recycling old jeans in home insulation.
H&M is breaking away from its fast-fashion roots with the Conscious collection made from materials like organic cotton and recycled polyester. By using eco-friendly fabrics and more sustainable production methods, the company hopes to reduce its environmental footprint.
Customers can also recycle unwanted garments at H stores. In exchange, they can get a discount for a future purchase. Overall, H&M has a goal of using only sustainably sourced materials by 2030.
It is no longer an option for brands to ignore sustainability issues. As it becomes more ingrained in the brand-consumer relationship and purchases. There is a clear opportunity to win favor with the right approach.
These brands demonstrate that it is possible to spread an authentic message that consumers believe in. The key is to first understand what they want and what they expect, using deep consumer insight. It’s time for brands to catch up. Demonstrating to consumers authentically and transparently their dedication to the planet as well as to the people they serve.
