Attract new customers

ATTRACT NEW CUSTOMERS

Sustainability Matters To Your Customers

Customers today are seeking out sustainable products more and more and are willing to pay higher prices for green products. Sustainable alternative products are often perceived as healthier, better quality and more eco-friendly, helping to save the environment.

A recent YouGov poll showed that 27% of the UK public put the environment as one of the top three issues facing our country. This puts it just behind health and level with crime and the economy.

Market Overview

87% of consumers said they were more likely to buy from companies that commit to environmentally friendly practices.

90% of consumers said they are more likely to buy from companies that manufacture energy-efficient products if they are of equal quality and price.

66% of Millennials (18-38 years old and the biggest market segment) are willing to pay more for services by companies that are committed to creating a positive environmental impact.

64% of consumers say that their loyalty to a brand depends on shared values with the business.

Significant percentages of both Baby Boomers (44%) and Generation X (42%) say they want to be able to choose an environmentally conscious travel option.

Other Potential New Customer Segments

As well as the average customer becoming far more climate-conscious and making their choices accordingly, there are four other customer segments you can tap into by operating in a more environmental way.

Resource Conservers – highlight the economical, long-lasting, recyclability and reusability benefits of your products

Health Fanatics – focus on organic aspects, health benefits, trust, transparency, non-toxic and natural ingredients or materials

Animal Lovers – Choosing sustainable natural products allows you to utilise cause-related marketing campaigns and avoid boycotts

Outdoor Enthusiasts – Show them that they can use your product in their favourite landscapes without damaging them or the environment

Market Example

In 1994, Interface founder and chairman Ray Anderson set a goal for his commercial carpet company: to take nothing from the earth that could not be replaced by it. At the time, carpet manufacturing was a toxic, petroleum-based process that released immense amounts of air and water pollution and created tons of waste.

Fifteen years later, Anderson’s call for change at Interface cut greenhouse gas emissions by 82%, cut fossil fuel consumption by 60%, cut waste by 66% and cut water use by 75%.

Interface has invented and patented new machines, materials and manufacturing processes, increased sales by 66%, doubled earnings and raised profit margins.

Source – The Guardian Sustainable Business Blog