Effective Marketing Sustainable Goods

A new global consumer study from Unilever reveals fascinating insights regarding consumer interest in and commitment to sustainable products, as well as an over $1 trillion market opportunity for brands that can effectively and transparently market the sustainability of their wares.

The survey asked 20,000 adults across Brazil, India, Turkey, the UK and the US how sustainability concerns affected their shopping decisions and product use – as well as confirming the public’s high expectations of brands when it comes to having a positive social and environmental impact, the study’s findings uncover an unprecedented opportunity for companies that get it right. Among the findings: 21 percent said they would support brands that clearly conveyed the sustainability aspects of their products through their marketing and packaging. With Unilever claiming that the market for sustainable goods currently sits at $2.65 trillion (€2.5 trillion), this creates just over $1 trillion (€966 billion) in opportunities for brands who can effectively communicate their products’ sustainable attributes.

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