Consumers want more environmentally responsible brands according to new global research from GfK.
The research company asked over 28,000 people aged 15 or older across 23 countries about how strongly they agree with specific statements.
Over three-quarters (76%) agree that brands and companies have to be environmentally responsible, while just short of two-thirds (63%) say they feel guilty when they do something that is not environmentally friendly and only buy products and services that appeal to their beliefs, values or ideals.
This is in sharp contrast to the few who disagree with these statements. Only six percent feel that brands do not have to be environmentally responsible, 14% do not feel guilty when they do something that is not environmentally friendly and 11% indicate that they do not only buy products and services that appeal to their beliefs.
With so much competition for consumers’ money, everything that companies can do to align with their customers will help them stand out and win loyalty. Consumers want to feel good about whom they spend their money with – and these findings indicate one way that businesses can tune in to that desire.
Internationally, over three-quarters of women (78%) and exactly three-quarters of men (75%) agree that brands and companies have to be environmentally responsible. This includes close to three in ten (28%) who say they agree strongly with that statement, with women again being slightly ahead of men at 29% versus 26%.
When it comes to different age groups, there is a fairly even distribution of those in overall agreement, with the 30-39 year olds slightly ahead at 80%, followed by 40-49 year olds (78%) and those aged 60 and over (77%).
Commenting on the research, Michael Bennett MD of environmental PR specialists Pelican Communications said: “These figures clearly show that environmental responsibility is increasingly becoming a major issue for consumers. Whilst this will not surprise many marketing professionals, it is those brands that take positive steps to help consumers make environmentally responsible purchasing decisions that will benefit in the long-term.
“This is shown by the figures in the research which show men and women agree that they only buy products and services that appeal to their beliefs, values or ideals. But women are slightly more likely to say they agree strongly with this statement, at 17% compared to men’s 15%.”
Pelican Communications are specialists in the environment, food and drink, outdoor and leisure and packaging sectors and offer a range of services such as media relations, brand management, event management and people development. Contact us for marketing and communications expertise.