2020 brought an onslaught of challenges, including a global pandemic that upended our way of life. Yet as we look to the future, we see the emergence of a new class of shopper, one that is going to have a profound influence on all shopper-facing marketers. Dubbed the “conscious shopper” by management consulting firm Accenture, the evidence is clear that the pandemic served as a catalyst for the sustainability movement. In fact, an Accenture 2020 global survey found that shoppers “have dramatically evolved” and that 60% were reporting making more environmentally friendly, sustainable, or ethical purchases since the start of the pandemic. The reality is people’s values are infused in their shopping habits. Brands and retailers must authentically pay attention to what each community they serve really cares about.
Many brands and retailers are paying attention and promising future change and making sustainability pledges.
- Morrisons: Promises to make all packaging sustainable by 2025
- Tide: Created a purclean laundry detergent that it claimed was 100% plant-based
- Tesco: Promises make all packaging fully recyclable by 2025
- Amazon: Pledged to go carbon neutral with half of its shipments by 2030
- Nestle: Claims to source its cocoa beans sustainably
Shoppers are constantly seeking to understand if a product aligns with their personal values and spend time researching the brand and product online. Simply put, brands that take the time to highlight elements about the sustainable consciousness of their brand or product reap a loyal following and improve conversion. As brands and retailers work to create sustainable initiatives that resonate with their community, they must be able to share that story through various marketing campaigns and content initiatives.
Introducing Nielsen Brandbank’s Content Health Solution
The reality is “content is king.” Nielsen Brandbank’s new solution enables brands and retailers to top-up product content to easily share their sustainability initiatives, stories, and differentiators online. It’s paramount for brands and retailers to create, market, and support a narrative that resonates with sustainably conscious shoppers. While taking the first steps might seem daunting, a growing amount of research on shopper habits shows that your company stands to do well by doing good.
Highlight information around your brand’s sustainability initiatives:
- Differentiate product content to specific tastes, dietary restrictions, or personal preferences.
- Promote your brand’s sustainable manufacturing practices or social/environmental activities.
- Share your brand’s sustainability goals.
Get started on your sustainability journey with Nielsen Brandbank’s Content Health Solution.