As an FMCG recruiter, every day is a learning day here at PIE Recruitment and it seems that British consumers are getting greener. This article featured on fmcgceo references a recent study by Fox + Hare, which has revealed that a staggering number of consumers are ready and willing to ditch brands that don't step up to the sustainability plate, preferring to choose alternative brands that better align with their values. And it's not just about token eco-initiatives; we're demanding authentic, substantial action.
It's GenZ who are leading the charge and scrutinising brands for their green credentials and ethical practices - not only for themselves but also using their social media influence to share their findings.
Then there's Millennials who continue to play a pivotal role in advocating for sustainability. They have (in the main) greater economic power than GenZ and are ready to flex it, leaving behind brands that can't/don't meet their eco expectations.
The message is clear: it's time to embrace all that's sustainable. And greenwashers beware, these new consumers are well-informed, demanding, and ready to hold brands accountable. Sustainability has moved from a buzzword to a business imperative. So, brands take note: if you want to keep pace in the market, it's time to turn your green pledges into actions!
Have you switched brands when you feel you're being greenwashed? Or if you're a brand navigating the UK market, how are your green credentials? Can they stand up to scrutiny? With increasing numbers of challenger brands entering the market brandishing bcorp status, should the big boys of FMCG be getting a little edgy...
(PS take a look at the link in the article below for the original research piece, it's well worth a read if this is an area you're interested in)
British consumers are ready and willing to abandon their favourite brands if their expectations around positive social and environmental impact remain unmet. Survey data from ‘Staying relevant in the 21st century: What people really think about brands, positive impact and saving the world’ shows that while 81 percent of people expect brands to take positive action on relevant issues, only 44 percent think companies are currently doing enough. The research report, published by London-based creative agency Fox + Hare, also reveals that 50 percent of those surveyed said they’d switch from their preferred brand to a competitor with stronger credentials on positive impact. And 49 percent of those surveyed said they’d spend more money on products which deliver a positive impact, even during a cost of living crisis.
Read the original article here