Unilever study indicates consumers’ preference for sustainable brands

A study conducted by personal care firm Unilever indicated that a third of consumers (33%) prefer to buy from sustainable brands, which have a positive social and environmental impact.

The study involved 20,000 adults across five countries. It reveals that there might be an opportunity of €966bn out of a €2.5tr total market for sustainable goods.

This holds true for brands with clear sustainability credentials, as one in five (21%) of the people surveyed preferred brands with clear credentials on their packaging and in their marketing.

Unilever's chief marketing and communications officer Keith Weed said: “This research confirms that sustainability isn’t a nice-to-have for businesses. In fact, it has become an imperative.

"To succeed globally, and especially in emerging economies across Asia, Africa, and Latin America, brands should go beyond traditional focus areas like product performance and affordability.

"Instead, they must act quickly to prove their social and environmental credentials and show consumers they can be trusted with the future of the planet and communities, as well as their own bottom lines.”

The firm claimed that its sustainable brands such as Dove, Hellmann’s, and Ben & Jerry’s are growing 30% faster than the rest of its business.

The study also indicated that purpose-led purchasing is greater among consumers in emerging economies than in developed markets.

According to the study, the negative impact of unsustainable business practices on water, energy, food, and air quality, as well as the power of social norms are the reasons for consumers’ preference of sustainable purchase.

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Image: Headquarters of Unilever Holland, Rotterdam, the Netherlands. Photo: courtesy of Henk Bezemer/Wikipedia.