2024年可持续性研究报告-适应消费者需求实现企业发展英文版-西蒙顾和_17页_3mb

Crafting winning business propositions to expand your customer base through sustainability
Sustainability 2024: Navigating consumer behavior

The 2024 Simon-Kucher Global Sustainability Study reveals that environmental sustainability is now a mainstream consumer concern, not merely a trend. 71% of global consumers view it as equally important or more critical than the previous year, with 64% considering it a top-three purchase factor after price. Despite a 6 percentage point decline in perceived importance since 2022 (likely due to inflation impacting purchasing power), sustainability remains a significant driver. Notably, the willingness to pay for green products surged from 35% to 54%, indicating growing consumer commitment to eco-friendly options.

Cross-industry analysis highlights varying consumer priorities: sectors directly linked to environmental issues (e.g., energy, construction, transportation) show higher sustainability emphasis compared to industries with less direct ties (e.g., financial services). While affordability remains a major barrier—38% of respondents find sustainable alternatives too expensive—accessibility has improved, with accessibility barriers dropping 13 percentage points from 2022 to 2024.

Key findings:

1. Consumer Motivations

   • Sustainability is driven by a sense of responsibility (64%) and fear of environmental damage (29%), with ethical considerations and social recognition also playing roles.
   • Only 7% of respondents claim they do not purchase sustainable products, emphasizing its broad appeal.

2. Greenwashing Concerns

   • 57% of consumers believe their preferred brands engage in greenwashing, yet 80% conduct independent research before buying. Businesses must ensure transparency and authenticity in sustainability claims to build trust.

3. Willingness to Pay Premiums

   • 54% of consumers are ready to pay more for sustainable products, particularly in consumer goods (40% premium willing), which has relatively low additional costs.

To enhance commercial success:

• Target Segments: Prioritize customers with strong sustainability values. Tailor offerings to align with their expectations, using certifications, ethical sourcing, and eco-friendly practices to demonstrate credibility.
• Align Pricing: Refine pricing strategies to reflect consumer willingness to pay. Reduce costs through efficient sourcing and production while maintaining sustainability standards. Implement tiered pricing or bundling to improve affordability without compromising profitability.
• Communicate Added Value: Articulate the environmental and ethical benefits of sustainable products through transparent storytelling. Highlight how green options contribute to societal good and leverage marketing channels to connect with consumers' desire for positive impact.

Businesses must integrate sustainability into core strategies, balancing affordability with eco-friendly innovations. By addressing these challenges and opportunities, companies can strengthen customer loyalty, expand their markets, and achieve long-term growth. The report concludes that sustainability is not just a trend but a strategic imperative, requiring proactive alignment of commercial and environmental goals to meet evolving consumer demands.