As we head into a season of consumer consumption, some good news for brands, businesses, and buyers alike from Nielsen. A new report, “Sustainable Shoppers Buy the Change They Want To See In the World,” reveals the result of a recent global survey. Eighty-one percent of respondents feel strongly, “that companies should help improve the environment.” The report states, “Looking for a better lifestyle, consumers are searching for options that are healthier for them and for their homes. The good news is that companies can be benevolent and bankable if they understand the intricacies of these forces and react accordingly.”
The most compelling part of the report, from our perspective was this comment from Crystal Barnes, Nielsen SVP, Global Responsibility & Sustainability, “What’s growing is the boldness of the marketing messages and the commitments that brands are willing to take. We’re seeing a bigger trend towards ‘visible and emotional sustainability’— brands taking a stance on social and political issues and making major commitments to eliminate waste. At the most extreme end, we see brands being personified—being referenced as ‘brave brands’ or ‘hero brands.” This reinforces what we’ve written about before. Sixty-five percent of global consumers are making belief-driven purchases, a 50 percent increase from last year, according to Edelman. And, “Brands that take a stand attract more customers,” according to Forbes.
So after the Thanksgiving feast, and the Black Friday/Small Business Saturday/Cyber Monday frenzy, take a look at the Nielsen report to learn more about how your business can find success through sustainability, and know that we are here to help you highlight the best your brand has to offer as you are finalizing your 2019 marketing plans.