For many of today’s consumers, if a brand isn’t acting sustainably or doing its part to help with the climate crisis, they want nothing to do with it. The past year has done much to drive that mindset. As it turns out, spending so much time indoors has made people appreciate the earth and its non-renewable resources more than ever. In a March 2021 study, research and advisory company Forrester found that 50% of US adults have become “green consumers,” with a third spending more time thinking about the impact of the climate than before the pandemic.
“Brands have no choice but to listen to consumers and to broader societal trends. The COVID-19 crisis accelerated the importance of climate change and consumers are increasingly greener and demand sustainable brands,” says Thomas Husson, VP and principal analyst at Forrester, adding that it’s a “phenomenon” seen across the U.S. and Europe. “Broader environmental sustainability will be the next competitive advantage and will drive a massive business transformation.”
This Earth Day, many brands including SodaStream, Levi’s and Hyundai are continuing their sustainable efforts from years past, while brands like TikTok and Tinder are making waves for the first time.