When it comes to sustainability, our Bulbshare community REALLY cares – and they’re going beyond just recycling to make a difference. 90% of our respondents answered emphatically when asked if living sustainably has become part of their everyday life.* And we’re not just talking cutting down on plastic – these people are ‘taking shorter showers’, only buying second-hand clothes, using natural cosmetics and bamboo toothbrushes, and following online blogs that educate them about how to live sustainably. They are making individual choices, but they are also putting their trust in brands that they see as committed to the cause.
Where does the responsibility lie?
64% of our community said the way they shop for food and drink is one of the key areas where they are trying to make change. They want to shop more sustainably and feel brands can either hamper or drive this. They are looking for products with sustainable packaging and brands with strong, authentic stories that communicate tangible actions they are actually doing.
When asked who is most responsible for ensuring our choices are sustainable, 28% of our community said ‘multinational companies’. And when asked what is stopping them from being truly sustainable, two words loomed large in a word cloud of responses: ‘products’ and ‘packaging’.
What should brands do?
Modern consumers are seriously committed to sustainable living, and they expect the brands they use to be the same. They want brands to lead the way and find innovative solutions to change how they package their products…
“Brands should engage with their consumers, ask if they’d be willing to pay more for sustainable packaging. I think people would be willing to pay more for packaging they could use again and again. The public conscience is shifting towards this now…” (Bulbshare user)
Be authentic and show your working…
Our community is savvy, and they’re sceptical of brands that cash in on sustainability buzzwords, without taking any real action. They want brands to mean it. And it’s not just about packaging. Our community say they want brands to be transparent about their manufacturing processes, from the electricity they use to how they treat their workers.
“I don’t want brands to just be jumping on the bandwagon. I want to think they believe in what they are saying and are properly committed. They should be always improving and looking for new ways of being sustainable that aren’t just about profit.” (Bulbshare user).
The message is clear. Our community wants to live and shop sustainably, but they can’t do it without brands leading the way. They expect change, and the brands that demonstrate commitment and action, are the ones that will gain market share.
* These respondents chose ‘somewhat’ or ‘very much’ from a list of options.
