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How Important Is Sustainability To Consumers?


Sustainability is everywhere, a multifaceted topic that spans from every industry to leading social discussions. But when we think about businesses and sustainability what does that mean? And why are more and more businesses adopting sustainable practices? 

One of the main driving forces for environmental business policies, barring the positive environmental impact, is the change in mass consumer behaviour. So, how important is sustainability to consumers? In 2021, sustainability was rated as an important purchase criterion for 60% of consumers.  

This major behavioural change in mass consumerism has forced many businesses to establish new, meaningful sustainability initiatives that make an impact on the planet. And to find new ways to successfully connect this messaging with their customers.

What is sustainable behaviour? 

To better understand our consumers, we need to understand the behaviours that drives them, what is spearheading their decisions and behaviours. 

Consumer behaviour boils down to personal values, norms, beliefs, and all the actions people feel a personal responsibility for, each one of these impacts the decisions people make in everyday life. A growing concern among consumers is their individual impact on the planet and how they can make active lifestyle changes to reduce their environmental impact.  

Sustainable behaviour is becoming majorly prevalent in the norms of modern-day consumerism. From recycling in the home to reduced food waste due to a more socially conscious population. This is translating directly into which businesses and brands consumers trust to make positive impacts on the planet.  

Sustainable behaviour is a leading driver for people’s purchases and daily habits and understanding this behaviour can allow businesses to better align their values with customers.


Sustainable Business

Environmental policies are becoming standard practice across all businesses. It is important to reduce your carbon footprint and create an eco-friendlier business model but luckily there are some additional benefits to being a sustainable business. 

At COP26, a clear message was given to business leaders – get on board with sustainability or lose out. And the main directive that has developed from the Glasgow Agreement is the commitment to a net zero approach from private, public and cross-sector organisations 

Net zero practices for major consumer companies will only be successful if customers get on board too. And with the ever-growing movement towards sustainable consumerism, we can see this shouldn’t be a problem. 

With both the growing pressure from consumers and high demand for systemic change from world leaders at COP26, businesses are being thrust to the front when it comes to climate change. But some nice benefits that come from being more sustainable are the increases in brand loyalty, customer relationship and retention, a lower bottom line (increased profits!), and happier employees. 

In the latest McKinsey Global Survey, 83% of C-suite executives believe that ESG programs will generate more shareholder value in 5 years compared to now. Further research on responsible leadership is showing that companies with high ESG ratings are performing on average 3.7 times higher than companies with lower ratings. Being sustainable is statistically more beneficial for your company than ever before. 

How consumers are driving sustainability.

Consumers and businesses work hand in hand to make products successful. Having a strong supply and demand relationship is critical to any business success, and monitoring this demand and adapting to its changes are key. 

The push for sustainable businesses whether in B2C or B2B business models ultimately always falls at the demand of the consumer for more ethical and socially conscious companies. Consumers are now more than ever seeking alternative brands that advocate for issues they believe in, and maintaining brand loyalty in this fluctuating marketplace can be tricky. 


Engaging shoppers in sustainability

Pavegen is on the ground with consumers in shopping malls, retail, public spaces and at events, directly engaging them with sustainability and causes that matter to them. Pavegen's goal is to generate powerful experiences with brands that produce lasting impressions and greater brand loyalty with customers. When people feel connected with brands and businesses, they can better trust and relate to them, increasing sales and ROI. Pavegen is helping brands around the world to promote their commitments to sustainability and ESG policies, showing consumers that their demand is being met.



Sustainability is here to stay, COP26 said it, and more importantly your consumers are saying it. It’s always important to keep an eye on industry and social trends to see how businesses and brands can do better. Whether this is from social change movements or to build better public perception, promoting and executing sustainability practices is always going to yield positive results. 

Discovering what sustainable behaviour is and how we can use this to adapt business practices and brand visibility is a great way to promote commitments to sustainable trends

Pavegen’s award-winning technology creates highly engaging experiences, by using the renewable energy of a footstep, to educate and engage customers and stakeholders alike.  

Using ‘people power’, Pavegen is helping businesses around the world to align with sustainable branding. Generating positive change and inspiring more conscientious thinking around our planet. 

To discuss what Pavegen can do for you contact us today here.