What is Your Green Consumer Compass Telling You?

As we approach the end of a challenging year for many organizations, several business sustainability questions still remain unanswered as companies plan for 2010 and beyond. One of the uncertainties on many retail and wholesale companies’ minds is whether green consumer shopping habits have changed during these tough economic times.

Two lines of conversation described in a recent GeenBiz article define ‘green’ consumer behavior as a luxury no longer affordable versus a growing trend towards of back-to-basics. The article appropriately describes the answer to consumer behavior changes to be many shades of green.

In comparison to previous downturns in the economy, the recent slump seems to have less of a correlation on consumer attitudes towards alternative products than in previous years. This phenomenon could be an indication of the strengthening of consumer preferences for sustainable products; but more so, it is simply leaving many companies with a less than clear path for the coming years.

Our sustainability consulting experience has shown that companies which are able to link product deliveries to a variety of consumer needs are in a better position than the competition. We find that leading organizations are developing business sustainability strategies targeted to meet the growing number of ‘green’ consumers.

A recent survey indicates US consumers interest in alternatives to be independent of the economy, with:

•    70% paying attention to what companies are doing with regard to the environment today, even if they cannot buy until the future.

•    35% having higher expectations for companies to make and sell environmentally responsible products and services during the economic downturn.

•    34% saying they are more likely to buy environmentally friendly products.

We believe consumer eco awareness and the resulting pressures on business sustainability will continue to drive change in the market. Companies that engage stakeholder expectations in the development of business sustainability strategies will be more responsive and adaptive to change. Taiga Company has information and resources available to companies in search of business sustainability direction.