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Today consumers choose brands that take care of the environment in the process of making their items.
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Countries like the United Kingdom are pioneers in measuring the so-called “advertising emissions”.
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The digital ecosystem today is responsible for more than 3.5 percent of the world’s greenhouse gas emissions.
The current consumption habits of people around the world have made brands begin to add new trends to their strategies to reach that audience. One of these new actions is known as “recycling”, a trend that companies are adopting to contribute to having an increasingly sustainable and sustainable world.
It can be defined that recycling is a concept that complies with recycling as it is to reduce, reuse and recycle.
In this sense, a report carried out by the IBM Institute for Business Value warns that consumers are more aware of the actions of brands and prefer companies that carry out sustainable and environmentally friendly actions.
And according to the document “Retail Sustainability Report” they revealed that companies should orient their brands towards sustainability because consumers are increasingly demanding with them.
The same source highlights that 48 percent, which is equivalent to less than half of the surveyed consumers, trusts corporate commitments in terms of sustainability, and 64 percent of those surveyed expect better results for the coming year.
The new trend of brands in the market
According to information released by the NXT IN MKT trends platform, promoted by LUCK, highlights how this sustainability trend is being widely used by brands today.
Given this, they explain how recycling went from being a fashion to a lifestyle promoted by people, but now also by companies. Since, through this, thousands of initiatives have been discovered that can be created in different industries such as coffee, automotive, textile, consumption, among others.
In the investigation, the LLYC Consumer Engagement team shared that they detected different actions or techniques that companies are currently carrying out among themselves, such as Slow Fashion, which consists of slow fashion, the opposite of what we are used to. to change styles every six months.
“This action advocates buying better quality garments that last longer and values fair treatment of people, animals and the planet. We can see it with Hanes Brands with its Textile Recovery Project for the responsible management and revaluation of textile waste in the Dominican Republic”, explains the consultancy’s research.
Likewise, they maintain that the companies also apply solid waste management, which is a process to take charge of waste that has already been used. As an example, they add that we can see it with Grupo AJÉ with the donation of compacting plants for plastic waste to clean the INCA Trail in Peru or Nespresso with the recycling of its coffee capsules.
Also the circular economy, the economic system based on the reuse and regeneration of materials or products, especially as a means of continuing production in a sustainable or environmentally friendly way. “We can see it in Volkswagen Brazil, with the recycling of parts, as well as new car models and concepts,” they add.
In the same order, Patricia Cavada, Senior Director of Engagement at LLYC, indicates that “society is having more and more conscious consumption, which implies a more critical and responsible attitude to reduce the impact on consumption habits that have an effect with the environment”.
And it is thus, as the world is increasingly aware, that consumers want the brands they follow to join this way of life.
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