Posted by Elena M. on 24 Jul 2020
Sustainability and social responsibility: the values of the future that brands cannot ignore.
These are issues that have been part of the corporate business universe for some time, but are more relevant today than ever.
If some time ago the brands could choose to deal with issues such as sustainability and social responsibility to differentiate themselves from the competition and "set a tone", today the reference scenario has definitely changed.
The Covid-19 epidemic that hit the whole planet has certainly accelerated the times and pushed brands and consumers to rediscover values that go beyond mere business. Values that must be pursued by brands with concreteness and respect, not as mere communication purposes.
The health emergency that we have all faced has pushed us to focus a renewed interest on global problems, first of all the ongoing climate change.
Sustainability has therefore become a value that cannot be ignored by companies that wish to gain the trust of their customers, especially in a period of profound uncertainty and instability such as the contemporary one.
With the pandemic, positive effects on the environment have emerged: some analyzes predict a decrease of up to 6% on an annual basis of global CO2 emissions for 2020.
This is therefore the right moment for brands to create a strong communicative impact, closely linked to sustainability.
But be careful: brands must not do a mere work of communication around sustainability. They should take the issue of safeguarding the planet seriously and not miss the opportunity to take part (or trigger in their sector) a decisive change for the good of the planet and of people.
Investing in the sustainability and social responsibility of the business is not only a moral commitment, but can also have positive implications for the business.
Research has found that the marketed sustainable products were responsible for 50% of the market growth among packaged products between 2013-2018.
Consumers are willing to spend more on choosing products that respect the community and the planet. A recent Accenture study suggested that consumer shopping habits could be changed by the pandemic and that "ethical consumption" is on the rise. 45% of respondents reported making more sustainable choices and will likely continue to do so in the future.
Hand in hand with this trend, an increase in consumer expectations with respect to the responsibility of companies in terms of sustainability emerges: it is increasingly important for brands to take seriously this new growing trend to heart.
Consumers will seek quality and longevity and redefine the relationship with purchases. The change must be very rapid.
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