The eco-responsible consumer is no longer a marginal niche.This environmental awareness now affects a large part of the population, calling into question traditional models.For companies, adapting to this new deal is essential.
Profile of the eco-responsible consumer
According to an IPSOS study of 2022, 73% of consumers say they are ready to pay more for sustainable products.But who are these "consumers"?
- All age groups are affected, young people who are very committed to sensitized seniors
- Present in all socio-professional categories
- Motivated by environmental protection but also health and ethics
- demanding in terms of transparency and evidence on the real impact of products
Their purchase behavior evolve:
- Boycott of brands deemed little eco-responsible
- Preference for eco-designed, repairable products from reuse/recycling
- Choice of the functionality economy (rental, access rather than possession)
- Watch out for packaging, short circuits, environmental labels
Impact on business CSR strategies
Faced with this massive awareness, companies have no choice but to deeply review their CSR strategies:
"Our customers are pushing us to go further. We can no longer be satisfied with beautiful speeches, we need concrete acts on our entire value chain" - DD & RS manager, agrifood company
"Our studies show that half of our potential customers still consider us too little eco-responsible. This is a huge commercial issue for us"-CSR director, ready-to-wear brand
"We must further involve our employees and stakeholders in our CSR strategy so that it is credible and creator of value" - Sustainable development manager, automotive equipment supplier
Companies that will meet these new expectations will have a decisive competitive advantage.Those who stay lagging behind is a risk of loss of significant market share.
