Sustainable Brands, a global community of brand innovators that seeks to shape the future of commerce worldwide, has published the results of a survey that looks at the changing global definition of what it means to live The Good Life and what that means for brands.
As consumers move away from the notion that the acquisition of things will lead them to happiness, more of them are beginning to realize that over-consumption has negative impacts not only on their own health and the health of their communities, but also on the health of the planet. The result of this is that consumers now want to know where and how the products they buy are made, how the workers who make them are treated, and where the goods will go once they’re no longer in use.
In the US, people want brands to help them live The Good Life, and 80% say they are loyal to brands that do. While a slight majority (51%) of US consumers believe that companies would like to help them live the life they seek, 65% struggle to name brands that are actually doing something about it. The survey concludes that, for brands to remain competitive, they must evolve with this new generation of consumers — those whose decisions are driven to create a better world for themselves and their families, without having a negative impact on the world around them.!
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