It’s been impossible to miss the unprecedented rise of ecommerce in 2020 as global lockdowns sent people shopping online. It was the strongest growth for more than a decade. As a result, these increased online sales has meant more packaging and waste during a time when practices which exploit the planet need a critical overhaul.
As a population however, a noticeable increase in people looking for climate friendly brands and solutions is seen, with 73% of UK consumers wanting to be more sustainable in 2021. With social causes and environmental impacts becoming more apparent and impactful, consumers are re-thinking where they buy and willing to spend with companies that align with their green values. For some, the cheaper cost is no longer the most important factor.
Today’s shoppers are looking for brands that get it right and "walk the talk”, and nearly half are willing to pay a premium for brands that support recycling, sustainability and are environmentally responsible.
Companies now need to look at how to align their values with sustainability. After receiving customers complaints, clothing brand Patagonia committed to replacing their plastic packaging with sustainable options, and documented their investigation and change process online.
Elsewhere, global brands like L’Occitane are working towards a goal of using 100% recycled plastic in their bottles by 2025, whilst smaller independents like Serious Tissues are changing the world from the bathroom by selling UK made 100% recycled toilet rolls with no plastic packaging.
Sustainability in ecommerce is moving from its status of being niche to essential. As consumers become more environmentally aware and take their money to ethical companies that are making the necessary positive changes, it’s time for more brands to make the better choice and show their sustainable credentials.
To understand how brands can play a role in turning consumers' climate change goals into reality, download and read our whitepaper Sustainable Now.
Sources
Allure - https://www.allure.com/story/garnier-one-green-step-report-2021
IBM - https://www.ibm.com/downloads/cas/EXK4XKX8
Internet Retailing - https://internetretailing.net/industry/industry/ecommerce-grew-by-46-in-2020---its-strongest-growth-for-more-than-a-decade--but-overall-retail-sales-fell-by-a-record-19-ons-22603
Serious Tissues - https://serioustissues.com/
