Magazine: Sustainability in business and everyday life

According to a recent online survey by Nielsen, consumers all over the world are the most concerned about air and water pollution. At a global level, 73 percent of consumers would surely or probably change their buying habits in order to reduce their ecological footprint.

Péter Kurucz
director of commercial affairs
Nielsen

For the time being shoppers still give priority to convenience and price – making the world a better place only comes second. Four from five consumers say it is the companies that should do more for the environment. As for the different generations, Generation Y is the most supportive of the cause (85 percent), but the X and Z generations are also at 79 and 80 percent, respectively.

One of the most frequently used 5 sustainability strategies adopted by manufacturers and retailers is reducing or changing certain product components or the packaging. Companies also seek to involve the topic of sustainability in their marketing strategies more and more. Implementing a sustainability strategy contributes to bettering a company’s innovation culture. What is more, sustainability also results in greater efficiency.

Success in sustainability requires the conversion of consumers, and special attention must be paid to integrating sustainability into the foundations of a brand. Taking these steps can result in achieving authenticity, at the same time guaranteeing full transparency for consumers. Shoppers are trying to do something for their environment, and this influences their buying decisions too. Consequently, they expect companies to implement measures that make their operations more sustainable. Nielsen’s study makes it clear: shoppers are willing to pay more if they can contribute to positive changes in the field of sustainability. //