Appealing to the sustainability minded consumer
Retailers and brands have an important role to play when it comes to making sustainability as accessible as possible. Although many consumers aspire to make eco-friendly choices, navigating the barriers and trade-offs related to sustainable products can be complex.
To attract cautious consumers, companies should focus on building trust. Fluffy or vague claims, as well as unclear information, can immediately deter potential customers. Instead, opt for transparency, innovation and a demonstration of value in areas beyond just price.
Some examples include:
Patagonia The philosophy “less is more” is taken quite literally by this adventure wear brand, which has rejected the fast-fashion business model in favour of using fully recyclable materials and investing in a repair and reuse programme. Although it operates at a premium price point, the brand reassures sceptical customers by offering high-quality and long-lasting clothes with a market-leading reputation.
H&M This international high street brand has pledged to use 30% recycled materials in its clothing by 2025 and hopes to increase the figure to 100% by 2030. It also uses a unique fabric recycling technology in an effort to reduce greenhouse gas emissions. And in the interest of long-term thinking, a rental division of the brand will soon be launched, encouraging customers to rent and return their favourite pieces.
Levi’s Making jeans requires a great deal of water. So, Levi’s is testing new technology that will enable it to reduce its water consumption by 96%. Additionally, it is working towards sourcing 100% sustainable cotton and recycling old jeans with its new sustainability-led manufacturing process.
The role of brands
There’s no time to watch from the sidelines. Brands big and small should be thinking holistically about both sustainability and the cost of living. Consumers, now more than ever, want to feel that they’re empowered with the right tools to act, and brands have the opportunity to lead the charge by setting an example.
* Statistic from Linney research 2023
