Your customers care about going green, do you?
October 4th 2024
People all around the world are looking up the word “sustainability” 673,000 every single month on search engines like Google. More and more stats now show that people are way past just curious and are actively looking for ways to go green. This includes buying more durable products to ditching brands over ethical concerns, and much more showing that they mean business when it comes to sustainability.
Here are 10 surprising stats that prove your customers care deeply about sustainability and how it’s changing the way they shop.
71% increase in online searches for sustainable products
Between 2016 and 2021, there was a 71% jump in online searches for sustainable products. What does that mean for your brand? Consumers aren’t just talking about sustainability; they’re actively searching for ways to make better choices. If your brand doesn’t show up as one that cares, you’re missing out on a rapidly growing market.
66% prioritize sustainability when making purchasing decisions
In a recent study, U.S. consumers said that sustainability influences what they buy. In other words, it’s not just about browsing for greener options—it’s about making a purchase. With shoppers actively weighing sustainability in their decisions, your brand can’t afford to overlook this.
Highlight your sustainable practices across product pages and marketing materials. Customers are paying attention.
1 in 4 consumers are willing to pay more for sustainable products
This willingness to pay more reflects a significant shift in consumer priorities. They’re ready to support brands that align with their values, even if it costs a bit extra.
If you’re hesitating to invest in sustainable practices because of cost, remember this: customers are prepared to pay for it. Sustainability could be a revenue driver for your brand.
Over 50% of millennials avoid brands caught greenwashing
If you’re going to talk the sustainability talk, be sure to walk the walk. Genuine efforts will earn you loyalty; greenwashing will cost you. To add to this, consumers mention they would trust brands recognized by third parties as sustainable.
Nearly 30% of consumers prefer brands aiming for Net-Zero as opposed to carbon offsetting
It’s no longer enough for brands to merely offset their emissions. Net-Zero is a deeper, long-term commitment to reducing emissions directly, rather than just compensating for them. This goes much farther in building trust and loyalty with environmentally conscious customers.
42% of consumers pay more for longer-lasting, durable products
Focus on designing products that are made to last. Durability is a key factor, with customers being willing to spend more on products that last, reducing waste and minimizing their environmental impact. They see this as great for the planet and for their wallets!
23% of consumers have switched to renewable energy suppliers
Consumers care enough to make the switch to renewable energy to help make an impact. If your operations or supply chain incorporate renewable energy, share away. It’s a clear signal to customers that you’re committed to sustainability, and it will resonate with a large segment of eco-conscious consumers.
30% of consumers have stopped purchasing from brands over sustainability concerns
Sustainability isn’t just a preference—it’s a dealbreaker for many consumers. Ignoring sustainability isn’t just a missed opportunity—it’s a risk.
16% of consumers factor carbon footprint data into their buying decisions
Carbon footprint data isn’t just a “nice to have”—it’s a deciding factor. If your brand isn’t transparent about its environmental impact, you could be losing out on this growing customer base.
Make carbon footprint information readily available. It’s not just a way to build trust—it’s becoming a necessity in today’s market.
For a sustainable future
Consumers are no longer just browsing for sustainable products, they're demanding them. They are serious about making eco-friendly choices, and if your brand isn’t meeting those demands, they will find others that are.
Sustainability isn’t just about doing the right thing for the planet; it’s about doing the right thing for your business too. Ready to join the #gogreen movement?
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Head - Content & Communication
