Hannah Ackermann, RD’s Post

Recent reports highlight the surge in demand for eco-friendly products, yet the "intention-action gap" persists. While 65% express a desire to support sustainable brands, only 26% follow through. Bridging this gap is crucial for both business and the planet. To drive meaningful change, look at how you can use social influence to convince consumers with a desire to support sustainable brands, to do so. #CGCSA #GreenBusiness #ConsumerInsights #SustainableBrands

This week on the blog: Green IS the Color of Money: How Sustainability Equals Big Wins for Business Even with costs escalating, consumers are increasingly making purchasing decisions based on a company's values. Sustainability and transparency are no longer just buzzwords – they're key factors influencing brand loyalty and attracting a new generation of eco-conscious customers. According to recent research, consumers sustainability demands are rising. Now is the ideal time to embrace going green for more green. It’s More Than Just Saving the Planet Click the link in our bio to continue reading. #mercerisland #mercerislandchamber #blogpost #smallbusiness #smallbusinesstips #sustainability

What a great Wednesday! I've been looking forward to Restaurant Marketer & Innovator RMI European Conference since last year. Paul Flatters and I were first up this morning, revealing brand new insights into exactly what consumers want to hear from brands when it comes to sustainability and the climate crisis. Here's a snapshot of our discussion: 😍 - consumers want to hear what brands have to say when it comes to sustainability and the climate crisis. ✴ - They want to hear from brands, because consumers believe it's brands who have the responsibility to act - more so than Governments or consumers themselves ⁉ - but there is a LOT of cynicism and skepticism about a brand's authenticity - are they just doing this to increase prices? Are brands truly trying to make a difference? 💁♀️ Is that because consumers have a limited understanding of climate change terms? And how can you feel positively about a term if you don't understand it? 🍃 - Terms like net zero, carbon offsetting and carbon neutral are poorly understood. Where terms like recyclable, reduce energy use, reduce single use plastic were much better received. Why? 🤩 - The reason these terms are better understood is because they are functional, practical and instruction - they tell the consumer what to do. They're not abstract or notional. They make it easy for the consumer to understand, believe in, and act on. So as communicators, we need to move away from the one word descriptions - too often they lead to ambiguity and confusion. Better to use a longer narrative and take the time to fully explain your actions, taking consumers on the journey with you. Thank you so much Mark Stretton and Fleet Street. for inviting me to speak today and for Trajectory for the insightful research. #sustainablebusiness #cllimate #communications #sustainability #climatecommunication

As consumer demand for sustainable products increases, brands quickly advertise their green initiatives. However, studies indicate strong consumer interest yet skepticism about the authenticity of these claims. Our new blog post considers how companies must substantiate their assertions with credible, third-party evidence. Consumer trust breeds loyalty and boosts your bottom line!

🟣While conducting a scientific research, I found a speech by Ritt Bjerregaard, a member of the Commission responsible for Environment titled “Promoting “sustainable consumption” How can consumers contribute?” dated 1997. 🔵This speech, from almost 30 years ago (❗), already emphasized the evolving discernment of European consumers, their desire for detailed product information, and the necessity for products to fulfill both health and environmental standards. Ritt highlighted: 🔹European consumers have become more discerning and increasingly they want to know more about the products they buy. Much more than ever before, products now have to meet both health and environmental requirements. 🔹Consumers can play a vital role by exerting pressure on retailers to ask them for eco-labeled products. 🔹The issue of pricing is crucial. Consumers are often willing to pay “extra” for a green product, but the “extra” should remain reasonable. 🔹Consumers are often unwilling to change their habits, especially if this change upsets tradition and routine. 🔹The consumers need to be informed, they need to be educated and they need to see and know that their individual actions and contribution make a difference. 🔹Since the Commission wants to promote Sustainable consumption, it cannot rely on legislative measures only. There is a need for strategic partnerships with Consumers. Member States and industry must be part of the game. Input and feedback from consumers is essential. Fast forward to the #NewConsumerAgenda for 2020-2025, the relevance of Ritt's words persists, as if spoken today. The agenda outlines five key areas: 🔹#GreenTransition, including empowering consumers to play active role 🔹#DigitalTransformation ensuring consumers are as protected online as they are offline 🔹#EffectiveEnforcement and redress ensuring all consumers fully benefit from their rights 🔹#ConsumerVulnerability strengthen consumer awareness, addressing the needs of different consumer groups 🔹#ConsumerProtection in a global context,  promoting high-level consumer protection abroad. 🟣 Specifically, the green transition emphasizes informing consumers about the environmental sustainability characteristics of products, protecting consumers from practices like greenwashing, promoting companies' commitments to sustainable consumption beyond legal requirements, and encouraging the repair and purchase of sustainable, circular products. As the Strategy's final year approaches, we observe significant developments, including a directive adopted by the European Parliament on January 17, 2024 on 🔹consumer protection, a preliminary agreement on a stronger 🔹"right to repair," and upcoming regulations on 🔹green claims and 🔹Digital Passport Products. 👉This raises critical questions👉 Do these regulations bring us closer to changing our behaviors❓ Are consumers ready to change their habits❓

As consumer demand for sustainable products increases, brands quickly advertise their green initiatives. However, studies indicate strong consumer interest yet skepticism about the authenticity of these claims. Our new blog post considers how companies must substantiate their assertions with credible, third-party evidence. Consumer trust breeds loyalty and boosts your bottom line!

We have big news – we have joined the BPMA StepForward Pledge. This is an exciting time for us as a business as it marks a significant milestone in our journey towards sustainability. Our new-found partnership aligns with our dedication to take part in positive climate action, which is so desperately needed. And we’re thrilled to be working with other forward-thinking businesses who are just as committed to making a difference as we are. What is the BPMA StepForward Pledge? The British Promotional Merchandise Association (BPMA) is committed to promoting a more sustainable, ethical, and responsible future within the industry. They do this by supporting their members in adopting the best sustainable practices in sourcing, manufacture, and distribution of promotional goods. They launched the StepForward Pledge, an ongoing sustainability initiative for members back in 2023. The aim is to encourage and guide their members in either launching or improving the ESG values of their own organisation. Each member is asked to annually review their Pledge and give an update on the progress they’ve made. Why is the StepForward Pledge important? It’s no secret that we are living in a matter of urgency to change our ways and support the environment the best we can. With more awareness on environmental issues across the press, social media, and even in real-life, people are realising how important it is to take action now and how they can start making a positive impact. According to the 2022 Global Sustainability Survey, 56% of UK consumers now consider sustainability a top five value driver. Businesses also now consider Environmental, Social, and Governance (ESG) targets as important components of long-term growth and resilience. By joining the BPMA StepForward Pledge, we are managing the risks and opportunities associated with ESG, and we’re embedding sustainability into our operations. This is a significant step in our sustainability journey, a step we are proud of. We know Rome wasn’t built in a day, and the environmental issues we face today won’t go away overnight either, but with every little step we all take, we can start to make some real deep-meaningful changes. All it takes is being more conscious of the decisions we’re making and the impact they’re having. #environment #sustainability #ecofriendly #climateaction

Trust is important for Customers to build Green Loyalty 🔒. 💚Consumer trust in a company's sustainability efforts is vital for driving green purchase intentions. Consistent commitment to sustainability builds brand loyalty. 🌱♻️ However, consumer skepticism, especially towards greenwashing, remains a significant challenge.😱 🔄Maintaining transparency and authenticity in sustainability communications is essential to build and sustain consumer trust. 🛠️ What measures should companies take to ensure transparency in sustainability claims? Lets discuss! #GreenLoyalty #ConsumerTrust #Sustainability #Transparency

Warning: what you are about to read is not politically correct, and more than one of my partners has suggested I not post it. But the facts are telling – most consumers will NOT pay a premium for products that claim to be sustainable. Yes, they say they will, but they also say they will eat healthy, which has not stopped McDonald’s, Frito-Lay and others from being among the most successful companies in the food business. To be clear, we all want corporate America to be more ecologically friendly and move as aggressively as they can to market brands and products that are more sustainable. But let’s not kid ourselves with bad research that says consumers will pay a premium for such products, when only a small fraction of them will. And for the record, consumers shouldn’t have to pay a premium, because socially conscious manufacturers should strive to make their brands and products more ecologically friendly, sustainable, etc. and charge less to encourage consumers to prefer these products. But let’s also not let invalid research bias our decisions, as so many of our consulting competitors are doing. Again, sustainability is good and important, but most consumers are NOT willing to pay a premium for it. #politicallycorrect #partners #premium #sustainable #mcdonalds #fritolay #america #research #bias

46% of respondents to our Voice of the Consumer Survey 2024 say they are buying more sustainable products as a way to reduce their personal impact on the environment. This gap presents a chance for consumer markets companies to better connect with environmentally aware consumers. Our survey shows that overall, there’s a widening gap between the trust that executives think consumers place in their companies and the trust that consumers actually have in them. Scroll through the reinvention pathways you can take when it comes to eco-conscious consumers, then discover the six key imperatives companies can execute to help shrink the consumer trust deficit: https://pwc.to/4a7f8CQ #VoiceOfConsumer #ConsumerConfidence #Sustainability