A sustainability strategy promotes brand loyalty

Header_Sustainability strategy promotes brand loyalty

Studies on environmental awareness

Italians' interest in sustainability is steadily increasing, according to a joint study by LifeGate and Eumetra MR published in April 2020. The highest level of commitment is shown by young people the Generation Z and by 35-54 years-old women1. A research carried out in Catalonia by Escodi has found that a majority of the respondents (64 per cent) clearly states they want their actions to be more respectful to the environment2. And a few weeks ago the B2B nursery products magazine Puericultura Market wrote that the branch’s growth is now linked to the “Slow trend, local consumption, toxic-free items and companies which, instead of polluting, contribute to purifying the air and act the right way”.

A potential to be reckoned with

If consumers indicate that the aspect of sustainability influences their purchasing decisions and to be paying more attention to whether a brand is taking on social responsibility, it’s an invitation to companies to rethink their value chains. There is a remarkable potential implied by changes relating to good practices, specific product developments and communication. 

Sustainable strategy increases brand loyalty

By pursuing a long-term and credible sustainability strategy, companies express corporate responsibility at all levels and can communicate this effectively both internally and externally. This pays off in terms of brand image and brand loyalty. As revealed by the latest Sustainabilty Image Score study by Facit (Serviceplan Gruppe, Germany) in December 2017. This is especially true when consumers are properly informed about a company's activities in such a context3.

Kids’ concern for the environment

When children start choosing their favourite games and toys they are influenced by same age kids and by advertising. However, children's concern for the environment is a trend that has steadily increased since 2016. The research group Parents Insights observed by an impact not only on their attitudes about the world around them but also on their behaviours and consumption patterns across multiple product and service areas. In the beginning of 2018, 1 in 4 UK children thought about the effect of their actions on the environment regularly. The Kids Insights UK data saw the ratio increase to 1 in 3 by Autumn the same year.

Prospects for sustainable toys

In 2019 Parents Insights expected the rise in sustainable toys to help drive the educational toy segment to its projected 11% growth over the next four years and to see even more significant opportunities for the licensing industry. Listening to kids’ needs is crucial, the research group advises. They are arguably the most important consumer demographic and their attitudes and behaviour is having a wider impact on purchase activity. An environmentally conscious attitude is key for advertising, marketing, product development and sales strategies. The first effects are visible. Many toy companies across the world are reconsidering the materials they use both for their products and the packaging.

Info Ever more attention to sustainability

• The consumers’ concern for the environmental issues is constantly growing.
• An eco-friendly approach by manufacturer and trade proves beneficial to a brand’s image.
• Kids are especially conscious of the environment and this shapes their attitudes, behaviour and consumption patterns.

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1 (in Italian)
2 (in Spanish)
3 (in German)