According to the Amazon’s 2023 Higher Impact Report, sustainability is increasingly important to U.S. consumers. The report highlights what we have seen with our own clients for years now…shoppers support brands that align with their values and they are demanding more commitment to sustainability from brands. Here are some highlights from the Higher Impact Report provided by ADWEEK:
- “Over half of U.S. consumers (57%) think it is important or extremely important for the brands they purchase from to be committed to sustainability, according to the Amazon Ads 2023 Higher Impact report.
- Six in 10 U.S. consumers (63%) actively seek out brands that have sustainability in their business practices, according to the Higher Impact research.
- Three-fourths (75%) of U.S. consumers say they are tired of brands acting like they are exempt from environmental responsibility.
- Sustainable shoppers proactively seek out eco-conscious brands, with nearly three-quarters (72%) of the Higher Impact survey respondents saying they are likely to carry out their own research for sustainable options.”
Over half of U.S. consumers (57%) think it is important or extremely important for the brands they purchase from to be committed to sustainability
How do you commit to sustainability. We recommend first taking a sustainability assessment to identify gaps and low-hanging fruit to begin measuring and improving your sustainability performance. One key performance indicator (KPI) for all brands is measuring your carbon footprint, and then demonstrating your commitment by becoming Climate Neutral Certified so that consumers can know that you aren’t just talking the talk, but walking the walk. We also recommend producing an annual Sustainability Report so that you transparently communicate your efforts to sustainable shoppers and build customer loyalty.
Six in 10 U.S. consumers (63%) actively seek out brands that have sustainability in their business practices
Once your brand has completed a Sustainability Assessment, you are able to obtain a score and see where you can immediately improve. Once you start taking action, you can then create marketing content that demonstrates your sustainable business practices and incorporate them into your social media and blog.
Three-fourths (75%) of U.S. consumers say they are tired of brands acting like they are exempt from environmental responsibility
Want avoid greenwashing? Follow the rules of the Federal Trade Commission Green Guides, obtain 3rd-party certifications and deliver an annual Sustainability Report to communicate your progress towards your sustainability goals.
Sustainable shoppers proactively seek out eco-conscious brands, with nearly three-quarters (72%) of the Higher Impact survey respondents saying they are likely to carry out their own research for sustainable options
Your brand should build a sustainability page on its website, create content about your sustainability journey, obtain 3rd-party certifications and deliver an annual Sustainability Report so that sustainable shoppers can determine for themselves that you are committed to sustainability, and not greenwashing.
Long story short, consumers are making better purchasing decisions by choosing brands that are addressing climate change and who are committed to sustainability. Brands should seek out additional 3rd party certifications, such as 1% for the Planet and Climate Neutral Certified to avoid greenwashing, and brands should also seek out opportunities to advertise where sustainable shoppers are spending their time, such as podcasts and social media.
If your brand is in the fishing industry, I will shamelessly plug sponsoring The Sustainable Angler podcast, and if your brand is looking for guidance on its sustainability journey and seeking certifications, check out our Sustainability Consulting Services.