Sustainability Matter: Consumer research report
10th April 2015
Consumers have always bought from brands they trust. But new research shows buyer loyalty is no longer just about confidence in product or service quality - it's about trust in a company's approach to the environment.
SmartestEnergy commissioned an independent study on consumers’ attitudes to brands and their sustainability efforts.
It reveals most people care deeply when it comes to the environment. One statistic particularly stands out – more than four out of five respondents describe themselves as likely to buy from a consumer brand with a positive approach to sustainability.
And consumers expect the brands they buy from to care about the environment too. As the UK moves towards a more energy-conscious future, it seems companies will need to show a commitment to ecological issues if they want to remain competitive and cultivate brand loyalty.
The report also unearths some surprising consumer knowledge gaps on the subject, and demonstrates fresh ways in which brands can position themselves to lead on green issues and influence buyer behaviours.
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