by: Linda Kelly | September 18, 2024
Decoding Consumer Desires for Sustainable Products
Consumers increasingly prioritize environmentally friendly products, with over 60% expressing high concern about sustainability. [1] Many are willing to pay a premium, averaging 12% more, for eco-friendly items. [2] Approximately half of consumers consider sustainability a key purchase factor, yet there is a disconnect between their expectations and what corporations offer, mainly due to trust issues.
Despite the growth in sales of products with environmental, social, and governance (ESG) claims, challenges persist. [3] Only 28% of consumers trust large corporations to provide authentically sustainable products, while many shoppers feel that sustainable living is too expensive. Also, concerns about sustainability and insufficient knowledge regarding product certifications can hinder informed purchasing decisions. [4] While there is a strong demand for sustainable products, overcoming trust issues and addressing misconceptions about costs are crucial for translating consumer interest into consistent purchasing decisions.
Meeting Customer Demand
Sustainable product certifications are being accepted by major global ecommerce companies and retailers to help make it easy for customers to discover and shop for more sustainable products. These certifications serve as trusted third-party verifications of a product’s sustainability claims, addressing consumers’ skepticism toward large corporations. [5] These help products stand out in competitive markets and attract eco-minded shoppers. Product certifications also help customers make informed choices and align with their specific concerns, such as reusability and waste minimization. Shoppers focused on natural foods are more likely to buy products with certifications like USDA Organic or Non-GMO Project verified. They bridge the information gap, allowing consumers to make informed choices based on clear sustainability indicators and help customers make informed choices and align with their concerns, such as reusability and waste minimization.
Major global ecommerce companies and retailers are accepting sustainable product certifications to help make it easy for customers to discover and shop for more sustainable products. [6] For instance, shoppers focused on natural foods are more likely to buy products with certifications like USDA Organic or Non-GMO Project verified. In a time when credibility is critical, certifications play a vital role in building consumer trust, second to ingredient lists in showcasing a product’s transparency. Leveraging product certifications enables businesses to effectively communicate their commitment to sustainability and differentiate their products in an eco-conscious marketplace.
Benefits of Product Certification Programs
Product certification programs offer several advantages for businesses:
- Enhanced credibility: Third-party verification builds trust with consumers.
- Market differentiation: Certified products stand out in crowded marketplaces.
- Increased sales: Eco-conscious consumers often pay more for certified sustainable products.
- Improved brand image: Certification demonstrates a commitment to sustainability and corporate responsibility.
- Regulatory compliance: Some certifications help ensure products meet environmental regulations.
By leveraging product certifications, businesses can effectively communicate their commitment to sustainability and differentiate their products in an eco-conscious marketplace. This approach meets consumer demands and positions companies as leaders in environmental responsibility.
A Sustainable Solution
The ClimeCo Certified Product™ Program establishes a comprehensive framework for companies to:
- Conduct a thorough “cradle-to-grave” life cycle assessment of their product’s carbon footprint.
- Develop and submit a formal emissions reduction plan for the product.
- Engage in annual reviews with the ClimeCo team to update and refine the plan.
- Mitigate all remaining product emissions for 100% of yearly sales of registered products.
- Take climate action by supporting third-party validated carbon reduction projects globally.
This approach ensures a systematic and ongoing commitment to reducing and to reducing and mitigating product-related carbon emissions.
Consumers can rely on the ClimeCo Certified Product™ Program badging to confirm that they’ve made a more sustainable purchase and are supporting companies leading their industries in environmental responsibility. Products registered in the program also receive preferential product promotion and badging on well-known e-commerce platforms and major product retailers.
Companies with registered products in the ClimeCo Certified Product™ Program now have the vital documentation to address claims of positive climate action, confront misleading “greenwashing” claims, and avoid falling into the “greenhushing” category of inaction.
ClimeCo can help you achieve your sustainability goals while boosting sales, elevating your brand, and ensuring customer satisfaction through transparent and well-documented carbon emissions assessment and reduction strategies. Contact our experts to begin your product certification journey today!
To learn more, register for our upcoming webinar “Building Trust with Consumers: How Sustainably Certified Products Can Help Your Business,” in partnership with Sustainable Brands on Wednesday, October 2, at 1 PM ET.
Works Cited
[1] Bain & Company – Consumers say their environmental concerns are increasing
[2] ESG Today – Consumers Willing to Pay 12% Premium for Sustainable Products
[3] McKinsey & Company – Consumers care about sustainability
[4] Business News Daily – Most Consumers Want Sustainable Products and Packaging
[5] NSF – Five Ways Certifications Connect With Consumers
[6] Amazon – Amazon launches “Climate Pledge Friendly” program
About the Author
Linda Kelly serves as SVP of Certification Programs, where she manages the ClimeCo Certified Products Program, part of the Amazon Climate Pledge Friendly Initiative, and other business certification program offerings. She is also responsible for developing and maintaining business partnerships to expand the organization’s relationships and support a broad portfolio of carbon reduction projects and ESG consulting services. She is passionate about working with business partners of all sizes to ensure that ClimeCo’s programs meet their climate change mitigation and sustainability objectives.
