Consumer trends are always shifting. Whilst some are a result of the pandemic - for example, the consistent uplift in shoppers not only buying luxuries online but now more and more are buying their commodities/ groceries online too - but there are other trends becoming more prominent as well. One of these coming into 2022, is being led by Millennials and Gen Z consumers who are actively and consciously buying from businesses which are actively making improvements to their sustainability. This is a HUGE positive!
This shift isn't just impacting shopping trends though. These same, more ethically focused consumers are applying these decisions to the businesses and corporations they want to work with too. In my short time in recruitment, I’m speaking to candidates on a daily basis who are looking for businesses where sustainability is a force for good.
Don’t believe me? Nielsen studies show that 66% of consumers would spend more for a product if it came from a sustainable brand, and 81% of global consumers feel strongly that companies should help improve the environment.
The importance of business sustainability is the practice of operating a business without impacting the environment negatively, however, an environmentally aware business considers more than just profits — it considers its impact on society and the environment.
The sad truth is that according to Environmental Sustainability, we’re on pace to produce 27 billion tons of solid waste by 2050 due to a business environment that prioritises rapid production and turnover of products for maximum profits.
Although 90% of executives think sustainability is important, only 60% of companies have a sustainability strategy. So...who is making the change? Apple - who we all know and love - has committed to becoming 100% carbon neutral across products and supply chain by 2030. It's not all about quick wins but also prioritising the long-term value.
Ben & Jerry's, Amy’s Kitchen & Abel & Cole are leading the B-Corporation status globally - a certification that shows they have met high standards of social and environmental performance, transparency, and accountability. Another stand-out B-Corp is Ella’s Kitchen which has continued to grab a majority share of the baby food market in the UK and internationally, as they have benefited from parents turning to brands with strong sustainability and natural credentials, even when the wider category has seen a drop.
We’re proud to work with the likes of Concha y Toro, Mama Bamboo, and Little Freddie, where sustainability is the heart of their values and not just a tick box. Little Freddie recently became the first baby food brand in the world to publish their climate footprint on their packaging. They heard and they listened!
This isn’t the only trend in 2022, others include more robust quality management and traceability processes, and the growth of the category of high functional food. The next question is, how will these trends effect the decisions job seekers are making as well as consumers?
What do you think?
Sustainability is increasingly becoming a necessity for corporations due to changing perspectives around the world. It is becoming even more critical for companies to address the gap between knowing and doing by embracing sustainable business practices.
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