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According to a study, globally, 85 percent of people indicate that they have changed their purchasing behavior to be more sustainable in the last five years.
Consumers’ awareness of the origin of products and their impact on the environment directly influences what they consume, hence the preference for organic products is a consolidated trend in markets such as Europe, Australia and New Zealand.
In this sense, more and more brands are committed to offering products that comply with these guidelines and, therefore, include information on the sustainability of their company, as in the case of Corona.
the beer brand Crown partnered with the non-profit organization OceanicGlobal to create Crown Island the world’s first single-use, plastic-free island with a designation Blue Verified by Oceanic Global, according to a press release.
Located off the coast of Colombia, the ecotourism island of Corona was created in collaboration with the non-profit organization OceanicGlobal and is intended to connect guests with nature through immersive experiences that offer educational excursions and workshops.
The island will begin receiving guests in the summer of 2023, press materials indicate that US residents. USA they will not be eligible to purchase stays in it.
The demand for sustainable brands
According to a study, globally, 85 percent of people indicate that they have changed their purchasing behavior to be more sustainable in the last five years; however, there are significant generational differences in attitude.
Observing both the Baby Boomers like to the Generation X, 24 percent of each have significantly changed their behavior to be more sustainable; this figure rises to 32 percent for millennials. In addition, a third of the young andwill choose a sustainable alternative when it becomes available, while older generations are less likely to choose sustainable alternatives (24-29 percent).
While attitudes towards sustainability vary between generations, they also vary between countries: looking at consumers who have made significant changes to their purchasing behavior or who have completely changed their way of life to be more sustainable, Austria leads the way ( 42 percent), followed by Italy (41 percent), Spain (35 percent), and Germany (34 percent).
“Millennials and Gen Z are becoming a force to be reckoned with as they continue to represent a larger portion of the consumer demographic. Companies that do not have sustainability as part of their core value proposition need to act now to protect themselves against future reputational impacts and loss of market share,” said Shikha Jain, study author and partner at Simon-Kucher & Partners. “We’ve been on this journey for a while, but time is ticking and not thinking through the implications could have long-term consequences for traditional businesses.”
So the commitment of several brands to create more sustainable spaces and products is not surprising.
Let’s just remember the Swedish brand, H&Mwho a few months ago decided to continue with its sustainable momentum and put on sale its “Co-Exist Story” collection, a line of vegan clothing that is aimed at women, men and children.
In the case of Crown Islandthe beer brand first released its plans for opening to fines last year. However, today the project is finished and plays with the strategy of marketing broader of the brewery that usually highlights the renovation.
Every aspect of Corona Island is meant to be an example of sustainability at stake and to emphasize a greener way of doing things. The design of the island was in charge of James & Mauan international architecture and design firm, in association with local Colombian architect, Jairo Márquez.
The above confirms the numbers: currently 2 out of 3 consumers (66 percent) are willing to pay more for a product from sustainable brands, that is, the main factor in whether or not a product is purchased is that it is friendly to the environment. environment. Therefore, on average, 7 out of 10 consumers consciously decide to purchase a “socially responsible” product even if it costs more; Thus, companies like crown or H&Mthey achieved the long-awaited commitment of consumers and a brand committed to improving people’s quality of life.