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Analysis


THE SUSTAINABILITY IMPERATIVE

12 October 2015, < 1 mins read

NIQ_Legacy_Mobile_Hero_Template
Analysis


THE SUSTAINABILITY IMPERATIVE

12 October 2015, < 1 mins read

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It’s hard to ignore the siren call to protect the planet. Or to remain unmoved
by those facing increasingly poor living conditions across the globe.

As a result, many consumers have adopted more sustainable behaviors. Others are
working for or supporting organizations dedicated to social and environmental
change.

Consumers are trying to be responsible citizens of the world, and they expect
the same from corporations. So when it comes to purchasing, they are doing their
homework. Checking labels before buying. Looking at web sites for information on
business and manufacturing practices. Paying attention to public opinion on
specific brands in the news or on social media.

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KEY INFLUENCERS FOR THOSE WILLING TO PAY MORE

Among the 66% of global respondents willing to pay more, over 50% of them are
influenced by key sustainability factors, such as a product being made from
fresh, natural and/or organic ingredients (69%), a company being environmentally
friendly (58%), and company being known for its commitment to social value
(56%); sales and coupons didn’t even make the top five. For this group, personal
values are more important than personal benefits, such as cost or convenience.

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