From The Produce News (Maggie Hanna):
Now, more than ever, consumers are making a plea for sustainability — and they’re not just requesting more recyclable products, they’re willing to pay premium for them, especially from brands and companies they trust.
“Americans are seeking out and are willing to pay a premium for environmentally friendly products,” according to a recent study from GreenPoint, an environmental technology company. The study went on to state that nearly two-thirds (64 percent) of Americans are willing to pay more for sustainable products, but most (74 percent) don’t know how to identify them. According to the study, 78 percent of people are more likely to purchase a product that is clearly labeled as environmentally friendly.
“The consumer is demanding more sustainable packaging options, and has been for awhile now,” stated Jeff Watkin, director of marketing for Sev-Rend, a manufacturer of high-performance packaging for the produce industry. “This has trickled up to the retailer side of the process and they are placing firm timelines in place to achieve these goals.”
A survey conducted by Accenture of 6,000 consumers in 11 countries across North America, Europe and Asia, revealed that, “while consumers remain primarily focused on quality and price, 83 percent believe it’s important or extremely important for companies to design products that are meant to be reused or recycled. Nearly three-quarters (72 percent) of respondents said they’re currently buying more environmentally friendly products than they were five years ago, and 81 percent said they expect to buy more over the next five years.”
It’s not just retailers and consumers that are concerned about the sustainability of the products they buy and sell; it is becoming a must for brands and company employees as well.
Employees today do not just want to “work for paychecks” (although fair pay is obviously important), but they also want to “work for companies with missions that promote inclusivity and sustainability, not divisiveness and harm to the environment,” stated an article written by Forbes earlier this year.