Sustainability: business, life, environment

Greater access to information and an increase in eco awareness has placed consumer preferences for alternative products and services on the leading edge of business sustainability.  In comparison to previous generations, sustainable products and services are being defined greatly by shifting market expectations.   The result is that end product users are seeking more ‘green’ product information at the time of purchase.

According to a report by Miller Zell, ‘Gone in 2.3 Seconds: Capturing Shoppers with Effective In-store Triggers' about 40 percent of shoppers say they want more information at the retail store level.  In fact, the shoppers surveyed gave a below average score for the quality of information on green products provided at the shelf.  The survey reveals that:

•    Shoppers are making brand decisions 60% of the time after entering the store.

•    In-store digital signage seems to be gaining some traction as it relates to planned purchases.

•    Internet advertising seems to have minimal impact on planned or unplanned purchases instore.

•    Across all age, income, gender and channels evaluated, in-store advertising was considered more effective than out-of-store advertising in raising product awareness and communicating product benefits.

The massive surge in alternative products has expanded the general public’s eco awareness and created a mind shift towards alternative options.   As a result, it has created an opportunity for companies to capture sales by integrating sustainability concepts into their core business and promoting their efforts to the consumer. 

In our business sustainability consulting, we have noticed taking decisive and immediate action to become a business sustainability leader is creating a competitive advantage and allowing businesses on the forefront to capture additional market share.  At Taiga Company, our sustainability consulting interfaces with businesses seeking to take sustainable action to address consumer expectations.  We recommend a proactive approach to provide transparency to business actions and product qualities that address consumer preferences.