NEXUM AG

6 strategies for Businesses targeting the Green Generation

In this blog article we want to cover the following topics of sustainably conscious people:

The motivations of sustainably Conscious people
The expectations for this particular target group;
Practical strategies for implementation;
Brands that do a good job and business success by appealing to sustainable-minded people.

Convince with sustainability – we show you how!

"Sustainably conscious consumers are a growing segment of the population who prioritize sustainability and making conscious choices that benefit the environment and society. They are young, educated, and driven by a desire to reduce their carbon footprint, solve global warming, and inspire political action. As a result, they have unique needs and expectations when it comes to the products and services they consume."

Yannick Floßdorf, Senior Consultant

For brands, understanding the needs and expectations of sustainably conscious consumers is crucial for several reasons.

It presents a significant market opportunity for brands that can align themselves with the values and expectations of this influential consumer group.
It allows brands to differentiate themselves from competitors by demonstrating a strong commitment to sustainability and environmental responsibility.
It helps brands stay ahead of the curve in terms of emerging trends in sustainability and consumer behavior.

By understanding the needs and expectations of sustainably conscious consumers, brands can tap into a significant market opportunity while also contributing to a more sustainable future for all. In this blog article, we will explore some practical tips for how brands can meet the unique needs of sustainably conscious consumers while also differentiating themselves from competitors in today's market.

A Persona you will need

Understanding the Motivations of Sustainably Conscious Consumers

Sustainably conscious consumers are individuals who prioritize sustainability and environmental responsibility in their purchasing decisions. They are typically young, educated, and driven by a desire to reduce their carbon footprint, solve global warming, and inspire political action.

What motivates sustainably conscious consumers to make conscious choices is a deep concern for the environment and society. They understand the impact that their choices have on the world around them and want to make a positive difference. They also recognize that they have the power to influence change through their purchasing decisions.

Compared to other consumer groups, sustainably conscious consumers tend to be more informed about sustainability issues and more willing to pay a premium for sustainable products. They also place a higher value on transparency and authenticity from brands when it comes to sustainability claims.

Overall, sustainably conscious consumers represent an important market segment with unique needs and expectations when it comes to sustainability and environmental responsibility. Brands that can align themselves with these values stand to benefit from increased customer loyalty and market share in today's competitive landscape.
decisions make

► DOWNLOAD Persona as PDF

Goals & Motivation

reduce carbon footprint
solve global warming
get people to be politically active
solve their daily life problems sustainably

Pains & Problems

jungle of labels - only finding
bits and peaces of information
not knowing how trustworthy information is
having to research for long periods of time before making a decision
being labeled as "crazy" for doing the right thing and being argued with constantly
being unable to connect to people not inside their "bubble"
being unable to influence the world enough to feel they have a real impact
not having truly "perfect" option and always having to make compromises - no obvious choices
being overwhelmed by the budgets / the time / the emotional stress of making their life truly sustainable
being shamed for not being "sustainable enough" by people that should be on their side
being unable to quantify and see impact their "more sustainable" decisions make

Meeting the Expectations of Sustainably Conscious Consumers

Sustainably conscious consumers expect brands to demonstrate a strong commitment to sustainability and environmental responsibility.
They look for brands that prioritize sustainability in their core values, mission statements, and overall business strategies. This includes setting clear sustainability goals, implementing sustainable practices throughout the supply chain, and minimizing environmental impact.
Additionally, they expect companies to take responsibility for the entire lifecycle of their products, from production to disposal, and implement sustainable practices throughout the supply chain.
When it comes to sustainability information, sustainably conscious consumers expect brands to be transparent about their sustainability practices and provide detailed information about the environmental impact of their products. This includes information about the materials used in production, energy consumption during manufacturing, and carbon emissions associated with transportation.
In terms of website features, sustainably conscious consumers expect brands to have a user-friendly website that is easy to navigate and provides clear information about sustainability practices. They also look for features such as product reviews from other sustainably conscious consumers and tools that help them evaluate the sustainability of their choices.
When it comes to tools to help evaluate the sustainability of their choices, sustainably conscious consumers look for resources such as eco-labels or third-party certifications that provide independent verification of a product's environmental impact. They also appreciate tools such as carbon calculators or product comparison tools that help them make more informed purchasing decisions based on environmental impact.

Overall, sustainably conscious consumers have high expectations when it comes to sustainability information, website features, and tools to help them evaluate the sustainability of their choices. Brands that can meet these expectations stand to benefit from increased customer loyalty and market share in today's competitive landscape.

Content & Information Expectations

priorization of sustainability in core values, mission statements, and overall business strategies
clear sustainability goals, implementing sustainable practices throughout the supply chain, and minimizing environmental impact
transparency about sustainability practices and detailed information about the environmental impact of products
information about the materials used in production, energy consumption during manufacturing, transparent info about supply chains and carbon emissions associated with transportation
Offer tips for reducing environmental impact, using products responsibly, or adopting a sustainable lifestyle

UX & Feature Expectations

User-friendly website: A clean, intuitive, and easy-to-navigate website to simplify the search for sustainability information users need, with well-organized product categories and search functionality
Features such as product reviews from other sustainably conscious consumers and tools that help them evaluate the sustainability of their choices tools such as carbon calculators or product comparison tools
Resources such as eco-labels or third-party certifications that provide independent verification of a product's environmental impact

Practical Strategies to Meet the Expectations of Sustainably Conscious Consumers

As a digital consultancy and agency, nexum can help brands address the unique needs of sustainably conscious consumers by providing expertise in digital marketing and sustainability practices. Here are some practical tips and strategies for how brands can meet the expectations of sustainably conscious consumers:

Conduct a sustainability audit:
Nexum can help brands conduct a sustainability audit to identify areas where they can improve their sustainability practices. This includes evaluating their supply chain, energy consumption, waste management, and carbon emissions.
Develop a sustainability strategy:
Based on the results of the sustainability audit, nexum can help brands develop a comprehensive sustainability strategy that aligns with their business goals and values. This includes setting clear sustainability goals, implementing sustainable practices throughout the supply chain, minimizing environmental impact and communicating efforts and achievements in a transparent and clear way.
Provide user-friendly sustainability information on websites:
Sustainably conscious consumers expect clear, concise, and well-organized content that is easy to navigate and understand. nexum can help brands ensure that their website provides detailed information about their sustainability practices and environmental impact in a user-friendly format.
Offer interactive website features:
Nexum can help brands offer interactive tools that facilitate sustainable living, such as carbon footprint calculators, sustainability quizzes, product comparison tools, or personalized recommendations based on consumer preferences and needs.
Use eco-labels or third-party certifications:
Eco-labels or third-party certifications provide independent verification of a product's environmental impact. nexum can help brands obtain these certifications to help sustainably conscious consumers make more informed purchasing decisions.
Implement sustainable practices throughout the supply chain: Sustainably conscious consumers expect brands to take responsibility for the entire lifecycle of their products, from production to disposal, and implement sustainable practices throughout the supply chain.

By working with a digital consultancy and agency like "nexum," brands can leverage their expertise in digital marketing and sustainability practices to meet the expectations of sustainably conscious consumers and establish themselves as trusted partners on the sustainability journey.

Brands Excelling in Sustainability and Captivating Sustainably Conscious Consumers

These brands have successfully tapped into the market opportunity presented by sustainably conscious consumers by aligning themselves with their values and expectations. By prioritizing sustainability in their products, operations, and marketing strategies, these brands have built strong relationships with sustainably conscious consumers who value environmental responsibility and social impact.

Patagonia

Patagonia is a clothing company that has made sustainability a core part of its business strategy. The company uses sustainable materials in its products, implements sustainable practices throughout its supply chain, and encourages customers to repair and reuse their clothing rather than buying new items. Patagonia's commitment to sustainability has helped it build a loyal customer base among sustainably conscious consumers.

► Patagonia

Seventh Generation

Seventh Generation is a household cleaning products company that prioritizes sustainability in its products and operations. The company uses plant-based ingredients in its products, minimizes packaging waste, and offsets its carbon emissions through renewable energy projects. Seventh Generation's commitment to sustainability has helped it attract sustainably conscious consumers who are looking for eco-friendly alternatives to traditional cleaning products.

► Seventh Generation

Tesla

Tesla is an electric car company that has made sustainability a central part of its brand identity. The company's electric cars produce zero emissions, and Tesla sources renewable energy for its manufacturing facilities and charging stations. Tesla's commitment to sustainability has helped it appeal to sustainably conscious consumers who are looking for alternatives to traditional gas-powered cars.

► Tesla

Unlocking Success by meeting the Needs of Sustainably Conscious Consumers

The key takeaway from our article is that understanding the needs and expectations of sustainably conscious consumers is crucial for brands to succeed in today's market. By providing sustainable products and services that meet the expectations of sustainably conscious consumers, brands can build stronger relationships with their customers and differentiate themselves from competitors. It is important for brands to stay up-to-date on sustainability trends and consumer preferences in order to provide effective solutions for their customers. By doing so, brands can not only succeed in the market but also contribute to a more sustainable future for all.

NEXUM AG

We provide expert guidance in digitilization and sustainability practices.

Based on the initial audit results, we'll develop a comprehensive sustainability strategy that aligns with your business goals and values. Let's work on meeting the needs of sustainably conscious consumers and make a positive impact on your business together!

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