Consumers look for products with a sustainability story. The more a product can relate to consumers’ lifestyles, the better. We want to feel a connection between ourselves and the companies & brands we choose to bring into our lives. We all know corporations have to first satisfy their true customer – investors. Thankfully, major corporations are seeing the impact of their operations and have taken steps to ensure natural resources are preserved for future generations.
For instance, Unilever understands that sustainability strategies, “Open up new markets and allow brands to connect with consumers in different ways to meet their changing needs.” Unilever is well aware that sustainability is not only better for our planet, but it is a profitable strategy to pursue.
Create a Sustainability Story that Relates to Consumers’ Lifestyles
Sustainability claims have become extremely important for companies. Consumers are becoming increasingly aware of the world they live in and the environmental impact they are having on the planet. Looking back at Unilever, they have stated that, “Consumers are demanding responsible businesses and responsible brands. Our experience is that brands whose purpose and products respond to that demand – ‘sustainable living brands’ – are delivering stronger and faster growth. Those sustainable living brands accounted for half the company’s growth in 2014 and grew at twice the rate of the rest of the business.”
However, sustainability is just the beginning of a product’s story. Companies are using multiple natural claims to ensure their product’s message gets across so that the consumer will feel a connection between that product and their lifestyle. Consumers are demanding eco-friendly products not only for their personal care routines but also in all aspects of their lives.
According to a cosmetic executive women’s report 42% of North American consumers will buy socially responsible brands. That’s almost half the population and an extremely large target market that cannot be ignored. Taking a look at an even smaller subset of consumers, the same report indicates 60% of millennials use food ingredients to make their own homemade treatments because they feel it is a more natural option than what they can find in a store. The better you can tell your sustainability story, the more likely you will be to win the minds of consumers.
Offering you New Alternatives for Sustainable Formulations is How we Can Help you Tell your Story!
We have enhanced our ingredients portfolio, and broaden the possibilities to help you connect your products with consumers’ desires and expectations for environmental protection, purpose and safety:
Sustainable Exfoliants and PE Alternatives – Tell a story about environmental protection and new sensory dimensions with Lessonia’s natural exfoliating ingredients, marine actives, decorative particles and micronized plant powders. Learn more about the phase-out of plastic beads.
Yucca and Quillaja Saponin Products – A story about the sustainable harvesting model of these ingredients will surely speak to 72% of Millenials under 20 years old, who are willing to pay more, and take interest in a brand’s environmental stewardship.
Natural Alternatives to Synthetic Surfactants – Consumers’ perceptions count. A product story around the safety and cleanliness of natural vs. synthetic materials is a sound strategy, especially for consumers concerned about sensitive skin.
Natural Starches – Sustainable, natural and organically certified starches for sensory profiles and textures, dry shampoos, creative color deposition concepts and waterless formulas.