How to Help the Environment and Your Brand
Build Green Brand Loyalty and Build Your Brand
A recent Nielsen survey indicates that going green can help the planet and your ROI. Offering custom reusable promotional products like eco-friendly reusable bags made from recycled materials, seed paper and eco-friendly drinkware are effective marketing tools that reinforce your branding message, while also making a clear statement regarding your stance on environmental issues. This green message clearly speaks to consumers and strengthens relationships.
Giving Customers What They Want
The Nielsen study found that a staggering 55 percent of global online consumers across 60 countries indicated they are willing to pay more for products and services provided by companies that are committed to positive social and environmental impact.
Consumers in Asia-Pacific lead this charge (64%) with Latin America and the Middle East tying at a close second (63%), North America (42%) and Europe (40%) round out the ranking. These findings clearly indicate that the eco-friendliness of a product or service is more important than price for many consumers.
Ultimately, a consumer still demands a quality product, but there are factors beyond the product itself that go into a purchasing decision. This can mean different things to different businesses, but it is worth noting that going green matters to a very large subset of consumers.
Global Leader of Public Development and Sustainability at Nielsen, Amy Fenton, tells us, “It’s no longer a question if consumers care about social impact, consumers do care and show they do through their actions. Now the focus is on determining how your brand can effectively create shared value by marrying the appropriate social cause and consumer segments.”
Wading Through the Data
When conducting this sort of research it’s relatively easy for people to say they support the environment and social change, but when people base purchasing decisions on green beliefs, that is a clear indication that they are passionate about the cause and motivated to make a change.
The numbers in the Nielsen research show that consumers in specific regions are serious about enacting change and that lends a lot of validity to these findings. Additional Nielsen research found that two-thirds of the “sustainable mainstream,” mostly Millennials (age 21 – 34) choose products from sustainable sources over other products.
These consumers read packaging, frequent web sites and social media and research purchases based on their needs and the stance a brand takes on issues. Such consumers are not just buying a service or product, but they are also buying into the brand.
Aligning your brand with the ideology of this group will translate into sales. Plus, these consumers are loyal and will likely make repeat purchases from brands they find to be socially and environmentally mindful.
Putting Reusable Promotional Products to Work for Your Brand
Going green is clearly the socially responsible thing to do and incorporating eco-minded practices will help reduce your company’s carbon footprint, but these choices can also help your brand by encouraging consumers to purchase your products and endearing your brand to your customer base.
Reusable promotion products constructed from sustainable or recycled materials are eco choices that feature a two-fold approach to being green. The durable, reusable design eliminates the need for single-use products, so that means less trash is destined for landfills or ends up as litter, while utilizing eco materials further streamlines the waste stream.
Take a look around Factory Direct Promos and see what reusable products you could use to market your brand. You’re passionate about your business, and so are we. We have even made it easy for you to create your own custom reusable bag for your brand.
And as always, thank you for stopping by and for caring enough to do your part to create a greener tomorrow. If you liked what you read, please feel free to share it with your friends and followers on social media.
See you next Tuesday.
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