The making of a 'Green brand'

Over the past few years, there has been a remarkable transformation in consumer behaviour worldwide, as people place a growing emphasis on making sustainable choices. This widespread shift towards green consumerism has not only impacted purchasing preferences but has also revolutionized the way businesses operate. With sustainability taking centre stage, organizations are now embracing it as a fundamental value, redefining their business models to align with the growing demand for sustainable brands. In this article, we delve into the fascinating world of sustainable brands and explore how they are shaping the future of consumerism.

Published studies indicate a growing consumer preference for sustainable brands, with a significant rise in demand for eco-friendly products worldwide. We notice that consumers are increasingly conscious of the environmental impact of their choices and actively seek out brands that align with their sustainability values.

Factors such as eco-friendly production practices, recyclable packaging, and reduced carbon footprints are now influencing consumers’ purchasing decisions, with Millennials and Gen Z leading the way in terms of a behaviour change.

According to a study conducted by Nielsen, 73% of global consumers stated that they would or probably change their consumption habits to reduce their impact on the environment. This reflects a significant shift in consumer mindset towards sustainability.

In another report by Unilever, it was revealed that their sustainable brands grew 69% faster than their conventional counterparts. This demonstrates that sustainability is not only a moral imperative but also a viable business strategy.

Furthermore, a study by Accenture found that 63% of global consumers prefer to purchase products and services from companies that are committed to sustainability. This highlights the growing importance of sustainability as a key factor influencing consumer purchasing decisions.

The picture (Source) depicts an increase in the green awareness especially with Millennials and Gen Z consumers towards green consumerism at a global level.

India, too, has witnessed a surge in green consumerism as consumers embrace sustainable choices.

A 2022 report by Bain & Co suggests that over 94% of consumers are willing to pay more for sustainable products, with 52% willing to spend more in the future on sustainable products. The idea of a brand offering services that are good for the planet is among the top 3 key drivers of purchase decisions among consumers.

This can be attributed to factors such as increased awareness, changing social norms, and the growing recognition of environmental challenges. This shift in consumer behaviour has paved the way for the emergence of sustainable startups and the expansion of existing organizations with a focus on environmental responsibility. Most brands worldwide are re-evaluating their business models and integrating sustainability as a core principle. Direct-to-Consumer (D2C) brands have been at the forefront of the green consumerism movement, leading the way in sustainable practices. By eliminating intermediaries, these brands have greater control over their production processes and can ensure eco-friendly practices throughout the supply chain.

We at LaundryMate have made sustainability as one of our guiding principles, while aiming to solve the painful chore of laundry at home. We have taken significant steps to contribute to a greener future as below:

• One of the core initiatives that exemplifies our sustainability efforts is the state-of-the-art water treatment system in our facility near Bengaluru. By implementing this system, we can reuse 40% of the freshwater used in the laundry process.
• In addition, we have made conscious choices when it comes to packaging. Recognizing the environmental hazards of single-use plastics, we adopted recyclable and reuse packaging for clothes once they have been processed. We actively urge consumers to return their used packages to us for re-use.
• Furthermore, we have taken a progressive approach towards our delivery operations. By incorporating an all-electric van fleet for last-mile delivery, we aim to significantly reduce carbon emissions and contribute to air pollution reduction.

If you would like to share an interesting story on your brand or company following green practices, especially if you are a  start-up, do please share it with us in the comments.

Let’s all do our bit to make the world greener on this World Environment Day - 5th June.

This article is co-authored By Uday Vijayan, Co-Founder | CMO, LaundryMate and Shruti Pai, Senior Brand Manager, LaundryMate.