Quantifying the value of sustainability

According to a new survey commissioned by Unilever, how consumers perceive a brand’s social or environmental impact may play a role in supporting their purchasing decision. The survey of 20,000 adults living in the United Kingdom, United States, India, Brazil and Turkey found that 33% of those surveyed said they are choosing to buy from brands they believe are doing social or environmental good.

The survey noted that 21% of respondents said they would actively choose brands if they made their sustainability credentials clearer on their packaging and in their marketing. Unilever also found purpose-led purchasing is greater among consumers in emerging economies than in developed markets. While 53% of shoppers in the United Kingdom and 78% in the United States said they feel better when they buy products that are sustainably produced, that number rises to 88% in India and 85% in both Brazil and Turkey.

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