{"id":31578,"date":"2020-02-21T09:31:33","date_gmt":"2020-02-21T08:31:33","guid":{"rendered":"https:\/\/brandsmith.es\/ser-sostenibles-o-perder-mercado-esa-es-la-cuestion\/"},"modified":"2020-02-21T10:39:08","modified_gmt":"2020-02-21T09:39:08","slug":"being-sustainable-or-losing-market-thats-the-question","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/being-sustainable-or-losing-market-thats-the-question\/","title":{"rendered":"Being sustainable or losing market, that’s the question"},"content":{"rendered":"\n

Whiplash Team, February 21st<\/sup>, 2020<\/strong><\/h2>\n\n\n\n

Being sustainable or losing market, that’s the question<\/strong><\/h3>\n\n\n\n

Awareness of the risks that climate change entails is growing. Consumers are increasingly aware of their role as catalysts for the transformation of the economic model. More and more people join the responsible consumption trend and, according to various studies, more than half of them would be willing to pay more for products that are responsible with the planet and society. It is compulsory for brands to be sustainable if they want to maintain their market share. <\/h4>\n\n\n\n

The so-called\n\u201cgreen generations\u201d, that is the Millennial and Z generations, lead the trend\nof responsible consumption, according to a recent GlobalWebIndex study.\nHowever, according to the same study, 61% of total consumers \u2013including\nGeneration X and Baby Boomers\u2013 would be willing to change brands if they find\nthat the one they buy is not eco-responsible. Also, 57% of consumers would pay\nmore for sustainable products.<\/p>\n\n\n\n

In short,\nfor brands to be sustainable is no longer an option, it is a requirement driven\nby the possibility of losing market share. But for today’s consumer, not only\nthe final product is important. The process is too. From beginning to end, from\nsourcing materials to recycling. Therefore, as the concept of circular economy\npenetrates society, brands are researching, developing and implementing more\nsustainable manufacturing, production and packaging processes.<\/p>\n\n\n\n

In the case\nof the fashion industry, one of the most questioned in terms of sustainability,\nthere has been a change in consumption patterns, and clothing is no longer a\nshort-term consumer product. Fast fashion is no longer a trend. Durable\napparels, made of sustainable materials that are manufactured in a responsible way\nfor both society and the environment, gain ground.<\/p>\n\n\n\n

In the\nluxury perfume and cosmetics sector, we also find evidence of how brands are\nadapting to the demands of new consumers. In the world of fragrances, for\nexample, Lanc\u00f4me, one of the luxury brands of the L’Oreal Group, has chosen\nsustainable ingredients and refillable containers for its new Id\u00f4le perfume.<\/p>\n\n\n\n

Packaging,\nwrapping and containers are some of the elements that most influence the\npurchase decision of consumers, aware of the need to reduce plastic waste.\nToday, <\/s>consumers prefer products with packaging made of biodegradable\nmaterials, such as certified paper and cardboard, certified wood, or reusable\nor rechargeable containers.<\/p>\n\n\n\n

In fact,\naccording to the GlobalWebIndex study, 42% of shoppers say that products with\nsustainable or recycled materials are important in their daily purchases. In\nany case, consumers have it clear. More than pretty or easy to use, they want the\ncontainers, wrappings and packaging to be recyclable.<\/p>\n\n\n\n

In this\ncontext, it is imperative for brands to explore new solutions. This implies\nallocating economic resources to the research and development of new processes\nand production methods. Money for product design with new materials of biological\nor recycled origin. As well as taking actions that have a positive impact on\nstaff and society. <\/p>\n\n\n\n

Sustainability\nrepresents a great opportunity for brands. They need to incorporate it into\ntheir DNA, as an intrinsic part of their raison d’\u00eatre and at the heart of their\nlong-term strategies for the benefit of the whole society. The alternative is\nto lose the goodwill of consumers and the corresponding part of the market\nshare.<\/p>\n","protected":false},"excerpt":{"rendered":"

Whiplash Team, February 21st, 2020 Being sustainable or losing market, that’s the question Awareness of the risks that climate change entails is growing. Consumers are increasingly aware of their role as catalysts for the transformation of the economic model. 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