According to the Consumer Brands Association, the 25 largest consumer packaged goods companies have made commitments to increase recyclable content, minimize packaging or reuse material.
Early adopters of sustainability have cemented their place in the minds of consumers and continue to reap the rewards in terms of brand awareness.
Respondents ranked Burt’s Bees, Toms and Patagonia as the top three brands that take positive actions to protect the environment.
According to our study, 44% of consumers say they care about environmental issues much more today than they did a year ago.
However, sustainability practices are in constant flux, creating a challenge for consumer brands.
And market research solutions, like brand tracking, can help brands see a correlation between how sustainability initiatives can improve brand performance over time.
Brand tracking has traditionally been a slow-moving process that can cost millions of dollars, and can take months to produce static, sometimes quickly outdated reports.
Today, brands can track their vitals on a variety of metrics — from awareness to reputation and purchase consideration — and spot changes in real time.
In addition, today brands can customize their trackers and collect data on the specific attributes that relate to company sustainability goals.
What’s the pay off? The long-term benefits of brand tracking help measure whether your brand and values resonate with target consumers and trickle down into awareness, preference, and ultimately, loyalty.
For example, technology exists that can help companies define their top consumer segments, what they care about, how they shop and the best way to get their attention.
The bottom line is in fact, the bottom line: Brand values are inextricably tied to other company goals, like financial performance.
In our study, 70% of consumers said they are very likely to purchase from a company that shares their environmental values.
Methodology: This study was conducted using SurveyMonkey Audience in March 2021 to collect a sample of 1,097 adults in the U.S.
The company’s platform empowers over 17 million active users to measure and understand feedback from employees, customers, website and app users, and the market.
Karen Budell is Vice President of Brand Marketing at SurveyMonkey , where she leads an in-house team responsible for brand strategy and customer insights, as well as brand creative, including content, design and video.