How to Help Sustainability-Conscious Consumers Choose Your Product
How do you make it easy for consumers to discover the sustainability of your product and its manufacture?
That is the question on many brands’ minds these days. By now, most are aware of the fact that more and more consumers carefully and consciously consider who to buy from. According to this Google search trend analysis, that is one of five key consumer trends expected for 2021 and beyond.
With a worldwide year-over-year (2019 - 2020) 300% peak growth for the search term “ethical brands”, and a 100% peak growth in the UK for “sustainable fashion”, it’s clear that consumers are increasingly aware of who they’re buying from and make conscious decisions about who they want to support. And the trend is here to stay!
So how are you making it easy for the consumer to discover the merits of your brand and products?
Brands Struggle to Communicate Their Sustainable Supply Chain - A Bomler Consumer Trend Case Study
Price and cost-effectiveness alone are no longer the main arguments to entice people into buying a product or service. In fact, nine out of ten consumers are willing to pay 10 - 20% more for sustainably produced clothing.
A study conducted for Bomler by Stenden University shows that consumers are looking for more transparent ways to shop.
For this study, a high number of consumers between 19 and 60 years of age from 15 different countries took part in a survey. The consumers provided feedback using the Bomler for Consumers platform, which gave brands valuable insight not typically gained using common tools.
People were generally very eager to know more about where their clothing is from. They stated that they would use the platform and that the information it gave them would influence their buying decision. Nearly all respondents would favour brands that disclose their supply chain.
Further results stated that
64 % would be likely to provide product feedback to other customers.
75 % would use Bomler to leave product feedback for the brand.
75 % would be likely to use the Bomler platform to see how other people responded to products.
Based on this research, it can be concluded that
consumers currently have trouble finding sustainable brands, and
brands are struggling to communicate their sustainable production capabilities.
Transparently Connecting Consumers, Brands, and Suppliers
In order to help consumers find sustainable brands while also helping brands communicate their sustainability, a few criteria must be met.
Supply Chain Transparency: The information sought by consumers and brands must be made readily available by the source - the suppliers.
Easy Sourcing Process: Supply chain transparency will make it easier for brands to source their materials according to their vision and mission for sustainability and to communicate that information to their buyers.
Fast and Easy Access: In today’s world, where most information is just a click of a button or a scan of a QR-code away, consumers expect information about their product to be easily accessible.
These criteria can only be met if the key players (suppliers, brands, and consumers) are connected on a single platform or app. A platform loaded with functions that empower brands and their image while providing consumers with information that goes beyond traditional decision-making factors like cost-effectiveness and deliverability - would mark the rise of the engaged consumer.
Of course, from a technological standpoint, the opportunity exists for a technical solution to
simplify the sourcing process,
bring full transparency to the supply chain, all while
building a new consumer experience,
getting direct feedback from consumers,
sharing compliance,
connecting/linking products with online shops
But does it actually exist already?
Satisfying the Engaged Consumer’s Demands
Consumers increasingly seek out information on how a product was sourced and produced before hitting the “Buy” button. Or try to. The problem is, this information is - still - not easily available. This means that consumers would flock to brands that are able to provide this growing customer demand for supply chain transparency.
If you want to be one of those brands that consumers flock to, our Bomler-for-Consumer platform is for you. It enables industries to achieve transparency by connecting brands, suppliers, and consumers - granting access to the supply chain of any product or service at the click of a button.
Make it easy for mindful consumers to choose you by registering and getting started with a free trial here.