A sustainability strategy promotes brand loyalty
European consumers pay much more attention to environmental issues . That is the result of recent researches , conducted during the lockdown periods imposed last Spring during the pandemic and immediately afterwards .
Studies on environmental awareness
Italians ’ interest in sustainability is steadily increasing , according to a joint study by LifeGate and Eumetra MR published in April 2020 . The highest level of commitment is shown by young people the Generation Z and by 35- 54 years-old women 1 . A research carried out in Catalonia by Escodi has found that a majority of the respondents ( 64 per cent ) clearly states they want their actions to be more respectful to the environment 2 . And a few weeks ago the B2B nursery products magazine Puericultura Market wrote that the branch ’ s growth is now linked to the “ Slow trend , local consumption , toxic-free items and companies which , instead of polluting , contribute to purifying the air and act the right way ”.
A potential to be reckoned with
If consumers indicate that the aspect of sustainability influences their purchasing decisions and to be paying more attention to whether a brand is taking on social responsibility , it ’ s an invitation to companies to rethink their value chains . There is a remarkable potential implied by changes relating to good practices , specific product developments and communication .
Sustainable strategy increases brand loyalty
By pursuing a long-term and credible sustainability strategy , companies express corporate responsibility at all levels and can communicate this effectively both internally and externally . This pays off in terms of brand image and brand loyalty . As revealed by the latest Sustainabilty Image Score study by Facit ( Serviceplan Gruppe , Germany ) in December 2017 . This is especially true when consumers are properly informed about a company ’ s activities in such a context 3 .
Kids ’ concern for the environment
When children start choosing their favourite games and toys they are influenced by same age kids and by advertising . However , children ’ s concern for the environment is a trend that has steadily increased since 2016 . The research group Parents Insights observed an impact not only on their attitudes about the world around them but also on their behaviours and consumption patterns across multiple product and service areas . In the
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