Fully 85% of the U.S. population can now be considered, at least to some degree, accepting of sustainable practices, although only 22% can be considered true leaders in sustainability.
When it comes to marketing, attempting to sell your audience on an idea or concept can sometimes be more challenging than simply selling a finite product. Historically, marketing sustainability has certainly faced its obstacles, particularly in the United States. Numerous approaches have been taken – some appeal to our higher purpose, or our environmental responsibility, while others believe it is more about focusing on the “me” factor, or the direct value to the consumer. Despite these challenges, recent studies are showing that U.S. consumer attitudes toward sustainability are trending optimistically, reaching an all-time high. With this in mind, marketing an environmentally-conscious brand story and business model may have an impact on more than just the environment; it may be as important as ever to your brand image and even your bottom-line.
According to a recent market report by the Natural Marketing Institute (NMI), over the past five years, both U.S. consumer awareness and consumer attitudes toward sustainable, or “green,” brands have increased to an all-time high. In fact, NMI’s study revealed that 85% of the U.S. population can now be considered, at least to some degree, accepting of sustainable practices, although only 22% can be considered true leaders in sustainability. However, those falling in the middle of the spectrum, about 63%, are increasing their purchasing of green products and continually adopting more sustainable behaviors.
Read more: MarketResearch.com