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Sustainability is undoubtedly one of the hottest socio-environmental trends in today’s world. Indeed, many people have become highly eco-conscious. A recent Deloitte study reveals that a third of UK consumers search for brands with solid sustainable and ethical credentials when making purchases. Therefore, it makes sense to make your brands as eco-conscious as possible to make them more attractive to modern consumers. A sustainable business will also save you money, make your workforce happier and healthier, and give you an edge over competitors. Here’s why today’s consumers are more loyal to sustainable companies.
1. Support for environmental policies
Many consumers are increasingly becoming aware of how their actions affect the earth as well as the people and things in it. Consequently, these consumers will likely stick to brands with well-established green practices. This reality is because as consumers become more aware of their environmental impact through the media and new government policies, they are eager to make choices that reflect their desire to protect the earth. Therefore, brands with eco-friendly practices like sustainable material sourcing, energy efficiency initiatives, and waste reduction programs will be more appealing to consumers familiar with the latest changes to policies regarding the environment.
2. Sustained concern for their health and that of others
Eco-conscious consumers are highly concerned with protecting themselves and their family members from products manufactured with harmful chemicals. They are also concerned with safeguarding themselves and their loved ones from the dangers of pollution and harmful carbon emissions. For these consumers, achieving their goal of living in a healthier, cleaner, and toxin-free world is only possible through the consumption of sustainably-sourced products that aren’t harmful to the environment. Consequently, they will remain loyal to any brand whose products fit the bill, even if they are quite different from traditional alternatives. According to a new Simon-Kucher & Partners study, about 34% of UK consumers are even willing to pay more to enjoy sustainable products and services.
3. Aligns with their values
Your customers must simply like you to become loyal. And just like any long-term relationship, it would be best if you have shared values. Indeed, a study by leading e-commerce marketing platform Yotpo revealed that a whopping 90% of Brits remain loyal to brands that share their values. Sustainability presents one of the best opportunities to connect with patrons on a deeper level to drive loyalty. This reality is because emotional involvement is crucial to a great client experience, and sustainability addresses a broad range of complicated and sensitive issues that today’s consumers care deeply about.
Besides, sustainable brands help clients uphold their personal values too. It is crucial to note that eco-consciousness transcends merely transforming your business practices to become greener. Many brands have recognised the emotional appeal of sustainability, so consumers are equally vigilant about greenwashing. Greenwashing is when businesses give false impressions of sustainability to drive sales. Consequently, consumers are seeking brands that don’t just promote their green practices but help them make their own difference. For instance, if you are a tour operator, consider introducing green tourism activities into your various packages. Green tourism helps tourists take full responsibility for their actions in preserving the environment, and you can learn more about it on this website.
4. Sustainability inspires customers to become brand advocates
It is common knowledge that brand advocates are huge promoters of customer loyalty. Patrons referred to your business by a friend or family member’s recommendation reportedly have a 3-5 times higher conversion rate. In addition, they are four times more likely to refer more clients to your brand. Eco-consciousness plays very well into this. Shared values and helping clients act sustainably boosts the customer experience’s emotional aspect. Given that 72% of clients will share a positive experience with at least six people, being sustainable boosts the chances of your clients turning into brand advocates. Social proof is crucial in making this possible since people are eager to incorporate the actions of others, especially those they trust, to reflect desired behaviour.
5. Admiration for leaders of change
Some entrepreneurs perceive creating and maintaining eco-friendly businesses as highly inconvenient and expensive, despite the many benefits of becoming sustainable. Consumers are closely monitoring which companies are making an effort and championing change. These consumers are also monitoring companies that refuse to change their wasteful practices. Consequently, companies that exploit the chance to capitalise on this new demand are likely to establish themselves as leaders in the fight for sustainability. Consumers notice sustainable businesses that stand out from their competitors and regard them as industry authorities. As such, they are proud to be associated with such businesses and eager to remain lifelong loyal customers.
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