A growing number of consumers are interested in the complete eco-lifecycle of products – including where products originate and end up at end of life, Natural Marketing Institute reports. And many are willing to do their part to protect the environment. While they are interested in their personal environmental impact, they also are curious about that of corporations. As Figure 1 shows, consumers are most interested in learning about corporations’ efforts to recycle, reduce waste and reduce air pollution.
Making information about corporate sustainability efforts public and creating opportunities to partner with consumers to make environmental strides is the next generation of customer loyalty. Moving consumers from merely purchasers to participants reinforces consumer connection, changes the focus from price to partnership and brings future rewards (such as increased loyalty, etc.) to brands and corporations.