Sustainability generates sales

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Acquiring a good product or service today is no longer enough. Now people are looking to invest in companies that align with their values, but… this is not all. They also seek to ensure that the business model of these companies is based on promoting sustainable development, as well as addressing some of the most important challenges worldwide. This interest in the responsibility that a brand has with the world and society has awakened a need in stakeholders such as customers, suppliers and investors to rethink their consumption habits in different areas. Although realistically, most people will not stop buying fast fashion or processed food, however, many people are willing to change their habits to balance consumption and repair the damage caused over these years and, above all, make them see brands that sustainability generates sales and improves the world. Oh yeah! Sustainability generates sales According to Dr. Matt Johnson, professor at Hult International Business School and founder of the neuromarketing blog Pop Neuro, there is accumulating evidence that consumers are affected by a brand's perceived sustainability. In addition, various studies indicate that consumers are willing to pay more for products from a sustainable brand over a non-sustainable competing brand. Value and ease of purchase continue to be the main drivers of purchasing decisions, but sustainability is becoming a more important factor.

Profesor de Hult International Business School. A 2019 survey conducted by Hotwire indicates that about 47% of Internet users worldwide had abandoned products and services from a brand that violated their personal values, even the environmental part topped that list. And in the case of fast fashion? Although there is a very strong trend that is driving the consumption of sustainable fashion, the marketing strategies belonging to fast fashion production companies continue to bombard people with the message that we need more and more clothes while sustainability asks us Let's slow down. However, more and more brands are improving their businesses with green practices. Yael Aflalo, founder and CEO of Reformation, was in the fashion industry for years Bulgaria Mobile Number List and throughout her career began to become aware of industry practices and their impact. On a trip to China, I saw firsthand the devastating amount of pollution manufacturing produces, and I knew I had to make a change and stop contributing to the waste of the fashion industry. Yael Aflalo, founder and CEO of Reformation. For this reason, he insisted on developing a brand in which sustainability is present from the design to the last piece of thread or fabric used. He shared that from the fabrics used to the manufacturing processes to the hangers used in the store, they are chosen with a minimal carbon footprint in mind. And like this company, there are more that have shared that you can be sustainable without sacrificing style. We start with small, digestible solutions that people can incorporate into their daily lives to make an impact and highlight how those changes can affect the bigger picture.



Yael Aflalo, founder and CEO of Reformation. A simple decision with a lot of impact For Dr. Johnson, purchasing expensive products that are environmentally friendly can somehow help us offset the guilt we feel about our expenses. Part of us feels guilty about the money we're spending on a new Prius, for example, but the fact that it's a product with an eco-friendly angle helps us feel better about the purchase. Dr. Matt Johnson, profesor de Hult International Business School. But for many shoppers, choosing a sustainable product is a personal priority, and they want people to know that. This practice is called Social Signaling , which refers to the fact that sometimes we buy certain things because of what they say about us to the people around us. People buy designer bags not only because they like the style, but also because of the message they give to the world when they have one and the social status that the product imbues. An example of this is a 2007 survey that mentions that Prius brand car owners proudly reported that the main reasons for buying the car are because it makes a personal statement and shows the world that its owner cares.