Green Consumerism has increased the demand for goods and services based on environmentally friendly manufacturing principals.
Today, we are facing incredible environmental challenges. Rising sea levels, increasing global temperatures and deforestation to name just a few. All these factors are raising awareness amongst us all as citizens. As consumers across the planet start to use their spending to support environmentally friendly manufacturing through eco conscious consumerism.
The origin of this necessity to behave in an environmentally friendly way goes back to the ‘60s and ’70s. Since then, there has been a steady rise in global initiatives dedicated to sustainability. For example, the UN Intergovernmental Panel on Climate Change (1988), Kyoto Protocol (1997), Paris Climate Agreement (2016) are all milestones on the path towards reducing the harmful human impact on our environment.
What is Green Consumerism ?
Over time, “sustainability” has evolved from a simple buzzword to a mindset that has driven the consumption landscape to change. The breadth of available environmental data clearly points to an urgent need for collective action to minimize and reduce the harm that we have already inflicted on our planet. Empowered by the increased availability of data online and on social media, Green consumers are making consumption choices based on the environmental credentials of the products. We can define this ‘green consumerism or Eco consumerism through the following characteristics:
- Ethical purchase choice, product use and post-use;
• Purchase and use of products with lower environmental impacts; and
• Use of organic products, made with low impact processes and can then easily be disposed of through recycling, biodegradability, or composability.
The importance of green consumerism, therefore, includes:
- Reduced waste in packaging;
- Increased energy efficiency;
- Decreased release of emissions and other pollutants during production and transportation processes;
- Consumption of healthier, less environmentally harmful, foods.
Millennials Driving the Change to Eco Consumerism
Whilst sustainable materials are more of a consideration for younger generations. In fact, they are more conscious about their purchases reflecting their values, as emerged in the Global Web Index data. Millennials (aged 22-35) are more likely than any other generation to say that they would pay extra for sustainable products. Eco consumerism is driving a range of behaviours in consumers as they seek to purchase more environmentally beneficial products
Whose Responsibility is it to Initiate Change?
The consumers that Global Web Index surveyed in the UK and U.S. admitted they felt most responsible for the future of the planet. However, 52% believed responsibility lies with manufacturers or production bodies. This is an important point and, although the eco consumer can drive some of this change, there is also a need for multiple stakeholders to engage in sustainability across the supply chain and beyond, including regulatory bodies and Governments. Eco consumers can play and increasingly important role in purchasing products but those products have to have a clear end of life plan. Ensuring recycling of materials and reuse of materials and avoiding landfill.
Eco Conscious Consumers desire for Sustainable Packaging: From a Nice-to-Have to a Must-Have
The importance of green consumerism has been recognised by Retailers and Brands. Aspects such as packaging need to be reassessed and re-engineered with the environmental impact considered. Characteristics such as function, materials, recycling and end of life plan all need to be addressed in line with specific market regulations and trends.
Clearly, a huge variety of innovative packaging solutions emerged to reduce the environmental impact and meet eco customer demand for sustainable and eco-friendly options. We have identified 3 key trends in Sustainable Packaging this year:
1. Design for recycling/reuse
2. Replace plastic with bioplastic
3. Increased use of paper packaging
Eco Conscious Consumers desire for Sustainable Packaging: From a Nice-to-Have to a Must-Have
The importance of green consumerism has been recognised by Retailers and Brands. Aspects such as packaging need to be reassessed and re-engineered with the environmental impact considered. Characteristics such as function, materials, recycling and end of life plan all need to be addressed in line with specific market regulations and trends.
Clearly, a huge variety of innovative packaging solutions emerged to reduce the environmental impact and meet eco customer demand for sustainable and eco-friendly options. We have identified 3 key trends in Sustainable Packaging this year:
- Design for recycling/reuse
2. Replace plastic with bioplastic
3. Increased use of paper packaging
The cost of Environmentally friendly manufacturing
While Eco conscious consumers are genuinely concerned about the future of the environment, they are also price-conscious. This presents a significant challenge for manufacturers and brands to overcome. As we explained previously, environmentally-friendly alternatives tend to have a higher cost attached to them. The importance of green consumerism will drive choice but not necessarily an opportunity to raise prices.
The relationship between affordability and sustainability is a complex one. As illustrated in the below graphic, the gap between affordability and eco-consciousness grows larger with age. This is no doubt due to younger generations being more engaged in green consumerism for their own future in comparison with the mindset of their elder relatives. However, there are also issues with the ‘e-comm age’. For example, the younger generations have grown up in the age of e-commerce and have an expectation that all goods can be delivered to your doorstep at the click of a button. This should sit awkwardly in the context of sustainability given the carbon footprint of all these packages being sent to their door. The importance of green consumerism will lead to more companies and their stakeholders engaged across all aspects of their product offer from delivery, manufacturing through to packaging, which will further address the broader sustainable spectrum.
Importance of Green Consumerism, turning Challenges into Opportunities.
Manufacturers and Brands have identified this emerging eco conscious consumer segment and are already devoting resource to develop greener, more sustainable products, reducing waste in packaging and providing better options around end use as well.
Whilst eco conscious consumers are driving this shift in the demand for ‘Greener’ products, Brands are also educating them on the possible options that can be made around sustainable choices. This can be seen for example in Nike’s flyknit technology that reduces waste on the factory floor or Adidas who have pledged to use 100% recycled polyester in their products by 2024 to end Ocean plastic.
Brands not engaged in discussions around sustainability will find that there is additional strain put on their customer loyalty. In fact, Brands are now moving towards ‘Purpose’ and ‘Activism’ as part of what they stand for. Certainly, this trend is likely to continue as eco conscious consumers look to Brands who stand for their own beliefs; including sustainability.
ET2C Sustainable Solutions
At ET2C, we are serious about sustainability and its benefit on the environment as well as the ultimate commercial benefits for purpose-driven companies. For this reason, sustainability will be a central part of our strategic initiatives in 2021. In particular, we will look for sustainable options across factories, products, and packaging for our clients. We have already attained FSC certification and are continuously assessing other opportunities to continue our sustainability journey.
To understand more about sustainability and what it can mean across your factories, products and people, please contact us at sustainability@et2cint.com.
This content was originally published on the 28th of September 2020 and updated on the [insert new publish date].
| Keyword | Times used | Notes |
| green consumerism | 8 (1 h1, 1 h2, 6 text) | Good |
| eco consumerism | 3 (1 h2, 2 text) | Good |
| eco conscious consumers | 4 (1 h2, 3 text) | Good |
| importance of green consumerism | 5 (1 h2, 4 text) | Good |
| environmentally friendly manufacturing | 3 (1 h2, 2 text) | Good |
This content was originally published on the 28th of September 2020 and updated on the [insert new publish date].
