By Kaitlin Krull
Environmental awareness is an essential part of 21st century life–including business. According to a 2013 global survey on corporate social responsibility, 94% of the 10,000+ consumers polled around the world said that they would be more likely to trust a company with social and environmental benefits, while 93% would be more loyal to that company. At Home Improvement Leads, we believe that one of the best ways to help the environment is by supporting (or becoming) businesses and organizations with environmentally conscious practices. Generally, customers who prefer to purchase products and services from companies with green practices share many of the same qualities and characteristics. We’ve outlined four of the top characteristics of consumers who are loyal to companies with green practices, and why they support eco-friendly business.
A desire to support positive environmental policies
Consumers who understand how their actions affect the earth and the people and things in it are more likely to choose companies with established green practices. As we become more aware of our impact on the environment through the media and changing government policies, our choices must reflect our desire to help protect the earth. A company with eco-friendly practices such as sustainable sourcing of materials, recycling and waste reduction programs, and energy efficiency measures will be much more appealing to consumers who are familiar with changes in policies and procedures regarding the environment.
Concern for their own health and the health of others
Eco-conscious customers are concerned with protecting themselves and their households from the dangers of pollution, harmful carbon emissions, and products made with dangerous chemicals. Providing cleaner, healthier, and toxin-free living environments is possible by consuming products that are sustainably sourced, organic, and not harmful to the environment. Consumers will be loyal to a company whose products have these green properties and demonstrate their effectiveness, despite being different from traditional products.
Passionate support for green living
Eco-friendly lifestyles are currently trending, especially among younger consumers and those with a vested interest in saving money and the earth. These types of people will seek out and choose to work with businesses that are equally passionate about green living and whose services or products will not have a detrimental effect on the environment. Highlighting and consistently demonstrating your own commitment to green practices will attract the attention of conscious consumers and give you their loyal and repeated business.
Trust in businesses that practice what they preach
When a business says that it is environmentally friendly, consumers believe what they hear. Of course, this trust is made stronger with recognized environmental certifications, so taking steps to become Rainforest Alliance certified, Fair Trade, sustainable, or organic will give your customers confidence in your green practices and bring them back to you time and again. Remember that environmental policies are always changing, so staying up to date with your certifications is essential if you want to keep your eco-friendly customers in the future.