Welcome to Consultus Sustainability
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Perceptions of sustainability are shifting, and it is becoming a defining factor in how people choose the brands they support. As these expectations change, businesses across every industry are rethinking the way they approach sustainability.
But what do consumers actually think about sustainability? And how do these views affect the way they perceive brands?
In this blog, we explore how attitudes towards sustainability are changing, what today’s consumers expect from brands, and how these shifting perceptions can impact trust, loyalty and buying behaviour. We’ll also look at what your business can do to cater to a growing audience of environmentally conscious customers, clients and stakeholders.
In business terms, sustainability refers to activities and processes that do not harm or negatively impact the environment, society or community, and is an important part of balancing commercial success with social responsibility.
Sustainability in business is a key part of Corporate Social Responsibility (CSR). Although CSR is not currently a legal requirement, it is widely adopted by businesses as a means of demonstrating accountability, building trust with stakeholders, and contributing positively to society and the environment. CSR can be split into four main categories; environmental responsibility, ethical responsibility, philanthropic responsibility, and economic responsibility. In order to successfully implement CSR into their operations, businesses should consider the wider impact of their decisions on people and the planet, rather than focussing solely on profit.
In terms of environmental responsibility, this can include reducing emissions and waste, sourcing materials responsibly, improving energy efficiency and adopting recycling and circular economy practices.
By taking a more responsible and forward-thinking approach, businesses can strengthen their reputation, support long-term growth and create a positive impact for customers, employees, stakeholders and communities.
Research consistently shows that sustainability plays an important role in consumer decision-making. Numerous surveys and studies suggest that customers are becoming more conscious of the environmental impact of the products and services they buy, with many actively seeking out brands that match their values
A recent EU survey revealed that 73% of surveyed EU citizens considered the environmental impact of a product to be either “very important” or “rather important” when making a purchasing decision. This shows that sustainability is a key factor influencing how consumers perceive brands and choose where to spend their money.
Another survey by McKinsey found that more than 60% of respondents said they’d pay more for a product with sustainable packaging, whilst PWC found that consumers were willing to pay on average 9.7% more for products that meet specific environmental criteria, including being locally-sourced, made from recycled or eco-friendly materials and produced in a supply chain with a lower carbon footprint.
When considering customer perceptions of sustainability, greenwashing is a significant concern. Consumer surveys have indicated that that 54% of people state that they would stop buying products and services from companies found to have greenwashed their claims.
One of the biggest factors behind the rise in sustainability awareness is concern about environmental issues such as climate change, plastic pollution, deforestation, and carbon emissions. Increased media coverage and social media discussions have made these issues far more visible and the effects of climate change, such as more extreme weather events, are becoming more frequent, prompting consumers to think more carefully about the impact of their choices and the brands they support.
Personal values such as compassion, empathy, and responsibility also impact perceptions of sustainability, as consumers increasingly want to support businesses that align with their beliefs. They are also more likely to trust and remain loyal to brands that demonstrate genuine commitment to sustainability and social responsibility. As a result of this, sustainability is becoming an expected standard for businesses, and as more organisations adopt sustainable practices, consumer expectations continue to rise.
Sustainability is also often associated with health and wellbeing, with many people perceiving sustainable products to be cleaner, safer, and better for both people and the planet. As a result, environmentally conscious purchasing is seen as a lifestyle and health choice as well as an ethical decision.
Many individuals also want to reduce their own environmental footprint through their everyday purchasing decisions and younger generations, in particular, are driving this change. A study by Pulse Advertising found that Gen Z and Millennial consumers tend to be more environmentally conscious and are more likely to expect brands to take sustainability seriously. For these groups, sustainability is often a key factor influencing their buying behaviour.
As the above statistics show, one of the big advantages of sustainability is the ability to create stronger emotional connections with customers. Consumers are more likely to support brands they believe are acting responsibly and contributing positively to society. This trust can translate directly into customer retention and even premium pricing power, as shoppers are often willing to pay more for products that are ethical or environmentally friendly.
Sustainability can also act as a powerful unique selling point for many businesses. In crowded industries, having strong sustainability credentials is a great way to set your business apart from the competition and can shape a part of your distinct brand identity.
Research also suggests that sustainability has an impact on purchasing behaviour. Brands with strong ESG engagement including the use of sustainable packaging have been shown to achieve higher repeat purchase rates, typically around 32% to 34%, compared to under 30% for brands with lower sustainability engagement.
Another important benefit of having a sustainable brand image is the association between sustainability and product quality. Sustainable products are often seen as better designed, more durable, and more thoughtfully produced. This positive perception can improve your overall brand reputation and positions your brand as forward-thinking and responsible.
As sustainability becomes a bigger priority, authenticity has never been more important. With many consumers wising up to ‘greenwashing’, ensuring you have clear evidence behind your sustainability messaging not only protects trust, but also positively shapes perceptions of sustainability among customers, investors, and stakeholders, whilst reducing the risk of facing legal or financial consequences for false claims.
True sustainability goes far beyond a marketing buzzword. Effective sustainability in business means embedding sustainable practices into your values and operations, making you more likely to create long-term impact rather than short-term publicity. Authentic sustainability demonstrates commitment, consistency, and accountability qualities that customers and stakeholders actively look for.
When sustainability efforts are genuine, they help build stronger relationships with customers. Consumers are far more likely to remain loyal to brands they trust, and this can lead to greater customer retention and a more credible sustainable brand image.
As carbon reporting becomes mandatory for many businesses, it is important that businesses can accurately measure and report their impact. Fabricated or misleading figures can result in reputational damage and even financial penalties.
There are lots of both small changes and longer-term investments that can help boost your sustainable brand image.
This is an initiative that is growing in popularity, particularly in Europe. By scoring your products based on their lifecycle environmental impact, you can help customers make informed decisions and give them the opportunity to feel like their buying habits are making an impact.
The packaging of a product is usually the first thing a customer sees when considering a purchase. By using recycled and recyclable materials, minimising excess packaging, and offering digital instead of paper receipts, you can improve both the sustainability of your products and your brand image.
By creating high-quality, long-lasting products that can be easily repaired instead of replaced, you not only position yourself as a reliable brand but also help reduce waste and encourage more sustainable consumer habits.
The amount of energy you use has a significant impact on your overall sustainability. By conducting an energy audit, you can get a better understanding of how much energy you consume and use this to develop energy-saving strategies.
A great way to both boost your sustainable brand image and cut your energy costs is to install your own renewable energy technology on site. Technologies such as solar panels, heat pumps, and other renewable energy systems can help businesses reduce their reliance on traditional energy sources and improve overall energy efficiency.
Scope 3 emissions make up a large portion of a business’ environmental footprint. By examining your supply chain and ensuring you are only partnering with suppliers who share your sustainability values, you can reduce your overall environmental impact and improve transparency.
By training your employees on sustainable practices and embedding sustainability as a key value of your company, you can further reinforce your sustainable brand image.
Many businesses have chosen charities that they support through various CSR fundraising initiatives. Choosing environmental causes such as tree-planting charities or community sustainability projects is a great way to make a real impact.
A lot of sustainability goes on behind the scenes so be sure you to let your customers know what you’re doing and what impact it is having. You should also be transparent about your sustainability goals and achievements as well as any areas where you need to focus your efforts.
Getting started with a new sustainability strategy can be complicated and involves a lot of planning. That’s why partnering with a trusted sustainability consultancy is a great way to gain expert guidance, create achievable long-term goals, and develop a clear strategy that delivers measurable environmental and business benefits.
At Consultus Sustainability, we understand how important it is to build authentic sustainability strategies that provide real value for businesses and the planet. That’s why we have developed a range of services designed to work for your business.
Whether you’re building a new sustainability strategy from scratch or looking to take your current measures to new heights, our Net Zero Pathway service is a great way to put your plans into action. With four different service levels, our tailored approach allows you to gain a competitive edge, strengthen brand loyalty, and become a more sustainable business. We’ll work with you to create an actionable roadmap for your business, supporting you along the journey towards your net zero goals.
For many businesses, sustainability reporting is about more than just brand image; it’s an essential compliance task. We can support you with all your reporting needs, gathering high-quality data and offering guidance for reducing your environmental impact as well as overall energy costs.
An essential part of any sustainability strategy involves taking a look at your energy usage and carbon emissions. Our business energy audits let you take a closer look at how, where, and when your business uses energy, helping you to spot areas for improvement.
If you’re ready to boost your business’ sustainability credentials , get in touch to find out more about how Consultus Sustainability can work with you.
