Eco-marketing helps increase business metrics and become a brand gateway to key marketplaces and new markets. Here are some examples.
Splat has launched a separate sub-brand Bio Mio, which is positioned as "ecological household non-chemicals". A year after the launch, the project increased the company's revenue by 100 million rubles. Bio Mio recently installed refilling machines, which can be used to pack goods into packages previously purchased from Perekrestok supermarkets. The solution provided good media coverage for the brand.
Natura Siberica experienced explosive growth in the value of its assets in 2016, when it was positioned as a manufacturer of natural and organic cosmetics.
There are examples of the eco-marketing effectiveness in foreign markets, for example, in clothing brands - compensation for the ecological footprint of goods allowed them to multiply increase the LTV of users. For example, Ungalli Clothing doubled the conversion to the repeated purchase in the cart from 0.8% to 1.7%, and TAMGA Designs - by 251%.
Farfetch promises to partner only with conscious brands by 2030, and Asos has created a separate category on the site to promote sustainable products.
More and more people are embracing sustainable living principles in their personal actions and value the care of the planet from commerce. According to Nielsen, the social and environmental responsibility of the brand is important for 62% of consumers in Russia. Therefore, it is worth not discussing, but asserting that eco-marketing today is one of the real tools for retaining customers.
It is also worth considering the fact that the implementation of ESG - Environmental, Social, and Corporate Governance - becomes a prerequisite for attracting investment. Since 2014, there has been a positive relationship between investing in ESG-reporting companies and the return on their securities.
Full article: https://www.sostav.ru/publication/eko-marketing-chego-zhdut-pokupateli-i-na-chto-gotovy-brendy-48276.html