After World Meteorological Organization scientists marked Earth’s hottest summer on record, it’s hard to ignore the impacts of climate change. Consumers have their environmental impact top of mind, from the products they shop, to the brands they choose, and the lifestyles they lead.
According to the global “2023 Higher Impact: The Power of Purpose-Driven Brands” report from Amazon Ads, 66% of consumers reported seeking out brands that are sustainable in their business practices, up 6% YoY. Brands can cultivate genuine connections with environmentally conscious consumers by consistently and transparently communicating their unwavering commitment to sustainability.
Brands that lead with their values can benefit both people and the planet. The research from Amazon Ads shows that it’s also good for business. This is because consumers care about how and where they spend their money, and they’re using their wallets to vote. In fact, 7 in 10 consumers support brands that donate money or supplies to causes that are important to them. Brands can show their dedication to sustainability in many ways, including taking action in their communities, making their products more sustainable, and communicating with customers with transparency and honesty.
One way that brands can show their authentic commitment to sustainability is to pursue a third-party certification. This year’s report highlights how consumers are doing their own research when it comes to searching for more sustainable options, and 35% said they’re most likely to trust products with credible third-party certifications.
Programs like Climate Pledge Friendly (CPF) from Amazon help brands connect with sustainably minded shoppers by highlighting products with sustainability certifications via the CPF badge on product pages. Since launching in September 2020, the CPF program has helped 60 million customers translate their good intentions into real action by making the switch to more sustainable products in a given category.
Sustainability is a top priority for today’s shoppers, who are paying attention to the brands that take action on this and other issues that are meaningful to their everyday lives.
To learn more about the importance of purpose-driven and authentic brands for consumers, check out the full “2023 Higher Impact: The Power of Purpose-Driven Brands” report from Amazon Ads.
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