How strong is the consumer push for sustainability?

February 2nd, 2016 by Dakota Software Staff Industry News

Consumers have made it clear that they want businesses from which they purchase goods and services to have some level of commitment to sustainability. The attitude of many consumer demographics toward how businesses source their ingredients, operate their supply chains and treat their employees has shifted in recent years. But just how important is sustainability to consumers? While hard to completely quantify, some metrics and studies related to consumer preferences and sustainable actions provide valuable insight into how the general public views sustainability.

A strong majority will make sacrifices to support sustainability
According to research conducted by Cone Communications and Ebiquity Global in 2015, more than four-fifths of global consumers said they will make personal sacrifices as a way to have an impact on social and environmental issues. While the general public may not be willing to give up their houses or quit their jobs to support their chosen causes, they are willing to spend more or put in extra time to seek out products that align with their values. This is seen in another statistic realized by the report: Nine out of 10 consumers expect companies have some positive influence or outreach in addition to making a profit.

The findings aren't just about consumer expectations and the steps businesses need to take, however. Sustainable Brands examined the report and noted nearly three-quarters of consumers feel they make a positive impact when they purchase products that meet their standards. Additionally, the research revealed consumers want to feel some level of partnership and cooperation with the brands from which they purchase products and services. For example, 80 percent of shoppers would, if given the chance, tell friends and families about corporate social responsibility efforts on the part of businesses. Additionally, 76 percent would donate to a charity sponsored by a company they trust and 72 percent would volunteer for a cause or event supported by such an organization.

Businesses must consider the need to both cultivate and maintain corporate sustainability efforts and how they can track and compile pertinent operational information for inclusion in annual reports, marketing materials and other ventures. Without either side of the equation, the ability of a brand to be recognized as sustainable and socially responsible is drastically reduced. With both sides firmly in place, organizations can share sustainability information with consumers and investors via their annual Corporate Sustainability report to cultivate positive relationships.