Focusing on the benefits of “Practical E”

Focusing on the benefits
of “Practical E”

Consumer Life research shows that concern about climate change keeps rising – not just globally, but also in the US, which has often lagged behind on this issue. Our Green Gauge® study divides people into segments according to their environmental attitudes; and over the past decade, we have seen a real decline in the proportion of consumers who don't really think we need to do anything, or that there's anything they personally can do.

In fact, one-third of Americans say they consider the environment much of the time when they make a purchase – a proportion that is higher among Millennials and Gen Z.

And in a new offshoot of Green Gauge, we are looking at the role of environment at a category level as a purchase driver – with clear differences emerging.

Practical E is where environmental concern meets the everyday needs and limitations of consumers and brands. To be impactful, green marketing and actions need to deliver not just for the Earth, but for consumers’ wallets and essential tasks.

% in US who take environmental protection into
account in purchase decisions all/most of the time

Opportunity spaces to watch

Lean into upcycling and “re-commerce”
The circular economy is giving us a number of opportunities to be both practical and sustainable. Think about upcycling: many consumers are actively looking for – and expecting to find – products that have recyclable materials. Over half of Gen Z expects that, in the future, many of the parts and components in automobiles will be upcycled-- will have been used in the past and might be used again.

And “re-commerce” is now more than shopping at a thrift store. Large manufacturers and high-income consumers are embracing the idea of
re-selling gently used products. Just this past fall, we have seen new offerings from Walmart, Amazon, and Ikea in this space.

Balance the practical and the high minded
With inflation continuing, consumption choices are critical – and it is not enough to just be doing good. Marketers need to reinforce how their sustainability practices are delivering demonstrable value to consumers – whether economic, social, or environmental.

Don’t even think about pressing “pause”
Do your brand a favor – hang tough when it comes to the environment. Sustainability strategies must be funded and ongoing regardless of any short-term fluctuations in markets or consumption. It is a fundamental brand attribute that both employees and consumers expect – and you run serious risks by thinking of it as anything close to optional.