The study also found that 83% of the participants agreed that TikTok and Instagram are helpful places to seek out advice on how to be greener at home, and the percentage was even higher (86%) for participants aged 18 to 34.
The report comes at a time when younger consumers are highly aware of climate change, and brands’ impact on the environment. Still, there seems to be a disconnect between brands and their environmentally-conscious consumers. A report by KPMG late last year found that many companies put ESG efforts on the back burner in the face of a recession. And yet, a 2021 report by First Insight and the Wharton School of Business found that 75% of Gen Zers said sustainability is more important than brand name when making purchases, and that every generation was willing to spend at least 10% more for a sustainable product.
Unilever, as one of the world’s largest consumer packaged goods marketers, has reason to study such topics. The company has already been doing its own sustainability work. For example, Hellmann’s Super Bowl ads emphasize using mayo on leftovers to reduce food waste. And its Dove brand provides bar soaps and reusable aluminum body wash containers (though the refills arrive in plastic bottles).
Unilever executives, particularly former CEO Paul Polman and his soon-to-retire successor CEO Alan Jope, have been vocal about sustainability goals—sometimes to the dismay of investors (some of whom privately nicknamed Polman “Captain Planet”). The company last year set a goal to have zero emissions operations by 2030, and to halve the greenhouse gas impact of its products across their lifecycle, including consumer use, by the same year.
from Digital Marketing Education https://ift.tt/nG83Y6i
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