Consumers want brands to commit to the climate

In his new report, “Greener Consumers Demand Sustainable Brands,” Forrester shows that brands in the food, health, consumer staples and fashion industries need to change their marketing approach and fundamentally transform to respond the expectations of increasingly demanding consumers. .

Green consumers – who now make up half of America’s population in particular – are frustrated and demand that brands not just brag about their climate protection efforts, but take concrete action.

Vice President and Senior Analyst Thomas Husson explains in his blog: “Marketing directors and business leaders more broadly need to make the climate crisis and sustainability more broadly the engine of their company’s next transformation. Those who don’t can expect creative disruptors, investors and environmental activists to sabotage their brand value. “

Greener consumers demand more from brands. Climate disasters and COVID-19 have raised consumer expectations for environmental sustainability. 57% of French consumers say they spend more time thinking about climate change than before the pandemic. By forcing people to focus on health and hygiene, the pandemic has also reinforced the perception that environmental impact affects our personal lives. We care more and more about the food and medicine we ingest, the cosmetics we apply to our bodies, the clothes we wear, and the cleaning products we use in our homes.

European consumers are greener and more willing to buy from eco-responsible brands. French and Italian adults consider a company’s position on climate change as the number one criterion of corporate social responsibility. They are also more inclined than their American counterparts to buy sustainable and organic products or to make efforts to buy from companies that are committed to reducing their impact on the environment. As another example, driven by government incentives, Norwegian consumers are showing the greatest appetite in Europe for electric cars, which accounted for a 54% market share in 2020.

The Green Revolution will drive the next wave of business transformation. While most businesses are still in the midst of their digital transformation and customer experience transformation, the green revolution will spark a new imperative for business transformation. Leaders in this field are launching ambitious initiatives and fundamentally changing their organization, beyond the mere appointment of a CSR manager. Danone’s recent governance crisis, at the forefront of this new wave, is a good illustration of the tensions to come for mission companies.

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