Consumers are increasingly sensitive to environmental issues and require companies they offer more respectful products and services of the planet.This ecological awareness represents both a challenge and an opportunity for brands.

Analysis of new consumer expectations

According to an IPSOS study of 2022, 73% of consumers say they are ready to pay more for sustainable products.Other studies show that:

• 88% of French people say they are concerned with environmental problems
• 1 in 2 consumer has already boycotted a brand for ecological reasons
• 65% of consumers want to reduce their environmental impact

The main expectations relate to the reduction of packaging, the use of recycled or biosourced materials, better traceability and repairable or reusable products.

Strategies to meet these new expectations

Eco-conception of products
Rethinking products from design to reduce their environmental impact (materials, packaging, reparability, recyclability, etc.)

Adopt eco-responsible practices
Use renewable energies, recycle waste, reduce CO2 emissions, obtain environmental certifications, etc.

Communicate on the efforts made
Highlight the company's eco-responsible procedures, with transparency and pedagogy, to reassure consumers.

Propose "green" offers
Develop ranges of eco-designed products, re-use/repair services, functionality economy formulas, etc.

involve consumers
Awareness and associate customers with the environmental approach, collect their opinions and suggestions to progress.

Examples of inspiring companies

Patagonia
Pioneer of eco-responsibility, the brand offers sustainable clothes, repairs products and campaigns for the environment.

Too good to go
The anti-pacillage application allows you to buy the unsold food of merchants at low prices.

Biocoop
The organic product brand has removed all plastic packaging and offers many bulk products.

Seb
The appliance manufacturer has launched a range of 90%recyclable devices, with easy access to spare parts.

Novamont
Specialist in bioplastics, the company offers biosourced and biodegradable solutions to replace conventional plastics.

Far from being a constraint, this ecological transition represents an opportunity for brands to differentiate themselves, retain their customers and conquer new promising markets.