The growing ecological awareness of consumers shapes not only healthy and valuable habits in society, but also has a real impact on shaping the sales offer in all sectors of the economy.
Ecological habits and corporate social responsibility, which has been meticulously built by large brands for several years, not only positively affects the formation of a positive image, but also really translates into changes that are difficult for the world.
Trends related to ecological materials, recycled products and materials derived from cotton from sustainable plantations are the leading sales solutions for large networks, which until recently had based their marketing activities mainly on price strategy. Currently, all ecological trends affecting, among others for the production of jackets, sweaters or t-shirts made from recyclates is a great marketing ploy, which aims not only to warm up the image of an ecologically aware brand, but also to convince to younger and younger recipients who pay attention not only to the price, but also the quality and primarily brand value. Among large clothing brands, H&M is clearly ahead of such activities, followed by others: Reserved or Orsay.
However, nowadays not only the quality of manufactured items matters, but what counts is also what the products are packed into. Credibility and trust in an ecological brand is built at every stage of consumer awareness. LIDL is well aware of this – their ecological and marketing awareness is at a very high level, thanks to which all BIO and eco solutions are reliable for customers, and made in the form of a promise, make consumers want to be part of the offered solutions, thanks to which they also have a chance to contribute to positive climate change.
Ecological awareness of the Millenials generation, as well as generation Z is a challenge not only for marketers, but also HR employees, who in their daily activities reach for one of the branches of marketing which is Employer Branding. Building an image of a conscious, friendly and open to dynamic changes is an important element of the recruitment process. High competitiveness in the search for new, suitably qualified employees means that it is brands that must increasingly adapt to their requirements and properly research the target group to be a response to their needs, not only material, but also those related to values. Numerous pro-environmental initiatives are activities that build the fabric of the entire company and create a sense of active community.
And not only the future of our planet, but also the necessary changes that should be made to adapt to the expectations of aware consumers. This is known to restaurateurs who have massively stopped serving drinks with plastic straws, but also know about the largest retail outlets – IKEA, which urges to recycle its own products, LIDL, which has committed to using 800 tons of plastic less by 2025, or Tesco, which in 2018 and 2019 wasted 17% less food than in previous years.