CUSTOMERS ARE EXPOSED TO THE WORDS SUSTAINABLE AND SUSTAINABILITY ALMOST DAILY. SO WHAT EXACTLY DOES IT MEAN TO BE SUSTAINABLE AND DO CUSTOMERS ACTUALLY CARE ENOUGH TO BE BUYING SUSTAINABLE BRANDS?
Sustainable living is following a lifestyle that doesn’t harm society or culture by living within the means of the environment. It’s about taking what we need to live now, without jeopardising the needs of future generations.
Customers may think grabbing a plastic bottle from a café seems like a great idea for today, but fast forward hundreds or even thousands of years and that same plastic bottle is still sitting in landfill, still not decomposed. It’s not a very environmentally conscious decision. Many do know the hard truths. It’s simply that consumers want what benefits their needs today.
Sustainable advocates want customers to think more about where their food, clothes, energy and other products come from and where they’ll end up. In an ideal world, priority would lie here, over price or customer benefit. Although we know this is not the case with the majority.
Most customers make purchase decisions based firstly on the benefits that a product can offer them. However, what’s great news is that sustainability is also high on the list of what consumers want.
65% of customers say “they feel a sense of responsibility to purchase products that are good for the environment and society”.*
Not only are they opting for products that benefit themselves as well as the environment, consumers are also willing to pay more for sustainable products.
A recent Nelson survey identified that 50% of global consumers would choose a brand that have implemented programs to give back to society over non-sustainable competitors, even if the price was higher.
So what does this mean for sustainability and more notably what does it mean for you and your business?
It’s clear consumers are interested in sustainable products, but be selective with what you offer to ensure it first benefits the customer, then benefits the environment. Four brands that do this extremely well are Acure, Eco Store, Cheeki and Organic Essence.
AS ACURE SAY ‘IT’S NOT ENOUGH TO BE NATURAL, IT ALSO HAS TO WORK’.
Acure’s range offers customers high quality facial, body and hair care, combining natural ingredients with the latest in plant stem cell science. On top of offering quality products, Acure is committed to sustainable practices.
They have planted over 20,000 trees, the office is ‘paperless’ and is 100% solar and wind powered. All Acure products are 100% biodegradable, with green packaging and are free from harmful plastic microbeads.
ECOSTORE HAVE EARNT THEIR NAME AS AN ECO-BRAND
Ecostore offer a huge range of natural and sustainable cleaning, body and
baby care products.
When developing their products, they use sustainably-sourced plant and mineral based ingredients over petrochemical ingredients whenever possible. All of their ingredients are assessed for sustainability, biodegradability, safe environment ratings and suitability for septic tanks and greywater systems. On top of this, the packaging is made from a mix of recycled and recyclable materials.
Ecostore also carry ISO14001, Diamond Enviromark and carboNZero certifications that guarantee that their products are made with respect and care for
IT’S ALWAYS A GREEN DRINK WITH CHEEKI
Behind these Cheeki, brightly designed re-usable bottles is a sustainable solution to one-use plastic bottles. Healthy, environmentally friendly and cost effective, Cheeki bottles are great example of a brand that benefits the consumer as well as
The brand offers BPA free, reusable stainless steel bottles, insulated bottles, sports bottles, protein shakers, coffee mugs and insulated flasks in heaps of different
eye-catching designs. Cheeki has also been working with charities such Take 3 and Two Hands, who are committed to cleaning up our environment and
ORGANIC ESSENCE IS MAKING DEODORANT THAT SMELLS CLEANER
The USDA certified organic range of deodorants from Organic Essence are free from synthetic chemicals, GMOs, nanoparticles, parabens, propylene glycol, synthetic colours, synthetic fragrances, aluminium, EDTA, Triclosan and petro-chemicals.
Organic Essence products are also completely cruelty free and packaged in eco green, biodegradable, home compostable packaging.
On top of their countless efforts to develop a highly sustainable deodorant, Organic Essence offers customers all day protection with natural bacteria fighting, odour neutralising and natural conditioning ingredients.
Passionate about sustainability ourselves, Unique loves to support eco-friendly brands. Browse on our brands page to discover them all.
We also follow sustainable practices throughout our entire business, from using recycled toilet paper from Who Gives a Crap, through to printing our catalogues using vegetable-based inks on paper sourced from sustainably managed forests.
* Sustainable Advantage Group Australia, 2015.