Consumers are becoming more aware of the environmental impacts of their choices and are seeking sustainable alternatives. In response, companies are offering sustainable options, sustainability strategies, and highlighting their environmental efforts in marketing campaigns.
In response to shifting consumer preferences, businesses have begun to consider factors beyond mere profitability, such as their social contributions, including the values they embody as companies. These changes lead us to an important question:
What values trigger consumers to use a product or service?
Diversity, equality, inclusion, and environmental concerns are among the most significant values deemed by consumers.¹ In parallel, the emergence of green, eco-friendly, and recyclable products has been noticeable in recent years. Driven by both regulatory reforms and a change in consumer attitudes towards sustainability, many environmentally-friendly products have been introduced to the market. Additionally, brands have also begun adopting sustainable business strategies as a means to capture the attention of consumers.
Behaviour Shifts, Company Follows
From these aforementioned values, consumers are becoming more aware of the environmental impacts of their choices and are seeking sustainable alternatives.² According to Seven Clean Seas, approximately 57% of consumers are willing to alter their buying behaviour to support the environment, with 66% expressing readiness to pay more for more sustainable brands.³
In response, companies are offering more sustainable options, formulating sustainability strategies, and highlighting their environmental efforts in marketing campaigns.
Sustainable Business for SMEs
SIRCLO’s SWIFT Hub, through its programme titled “Panen Omset”, has presented “Sustainable Business” as its driving theme. It aligns with the company’s commitment to support the green economy by equipping small and medium-sized enterprises (SMEs) to transform their business into the digital realm and ensure sustainability.
Among Panen Omset’s key partners is Waste4Change, who provided participants with insights to enhance their waste management practices, promote environmental stewardship, and adapt to shifting consumer behaviours that put more attention to sustainability. According to Waste4Change, the adoption of bringing reusable shopping bags among young consumers has surged to 69.8%, indicating a significant trend.⁴
This development illustrates the need for SMEs players to begin embracing environmentally-friendly values from their operations, product development, to marketing strategy. For instance, they can opt for eco-friendly materials that are easily recyclable, while retail businesses can encourage customers to bring their own containers—such as tumblers and lunch boxes—and offer discounts as incentives.
Businesses may also take further steps in their Corporate Social Responsibility (CSR) activities, including educating consumers. By showing their commitment to the issue through community education, it helps businesses to demonstrate their genuine concern. These strategies can be seen as promotional efforts that can strengthen customer trust and loyalty to the brand.
Furthermore, around 46.4% of young people prefer to collect their empty product packaging for recycling.⁵ Offering waste management services for consumers to help them recycle has become a popular strategy particularly targeted to young millennials and Generation Z who are increasingly vocal about their needs and preferences.
Mission Renewal: Collective Fight for Sustainability
As we see the importance for SMEs to start incorporating sustainable values into their business, it naturally becomes pivotal for big companies to give more attention to this issue.
As a global skincare brand, Kiehl’s has pledged to embrace circularity by respecting resources, designing out waste, and empowering communities. They have formulated products using sourcing and manufacturing methods that conserve resources and minimise waste.
An initiative carried out by Kiehl’s includes eliminating single-use virgin plastic by packaging their formulas in reusable, refillable, or recycled materials to facilitate responsible disposal. Their “Refill Movement” invites consumers to purchase refill packaging to reduce plastic and glass waste from their normal packaging.
Parting Words
It has become more and more important for brands to offer environmentally-friendly products and initiatives that support sustainability. Although current attention to sustainability is primarily driven by consumers preferences, it also blows a fresh breeze for companies to renew their value and mission.
As we strive to assist both SMEs and large-scale brand owners, one of our key initiatives to support environmental sustainability is through our comprehensive e-commerce enablement service, SIRCLO Commerce. Numerous brands in SIRCLO Commerce’s ecosystem have replaced bubble wrap with honeycomb, an eco-friendly and durable material that ensures product protection during shipping. This movement reflects our ongoing efforts to foster growth in the online marketplace while promoting responsible environmental stewardship. By aligning with sustainability principles, businesses can not only meet consumer expectations, but also contribute positively to the environment and society.
This month of April is a special month for the Earth. Even the smallest actions we take matter, so let’s celebrate by contributing to sustainability in our own ways.
References
https://www2.deloitte.com/uk/en/pages/consumer-business/articles/sustainable-consumer.html
https://www.sevencleanseas.com/post/consumer-trends-sustainability
Waste4Change at SWIFT Hub’s Panen Omset, 2024.
Waste4Change at SWIFT Hub’s Panen Omset, 2024.