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Consumers React Positively to Sustainability Claims


Feb 3, 2017


A study conducted by Unilever released on January 20th showed that one-third of 20,000 adults from five nations ranked sustainability as an important attribute in selecting a brand. 

Purpose-led purchasing will be applied more extensively by Unilever a multinational food and personal care products manufacturer, since they recognize a market in excess of $1 billion annually for products with sustainability credentials.


 Among the many brands manufactured and distributed by Unilever, three with integrated sustainability, Dove, Hellmann’s and Ben and Jerry’s contributed a disproportionate share to company global growth and all have advanced at a faster rate than other Unilever brands which do not claim sustainability.

The Chief Marketing Communications Officer of Unilever, Keith Weed stated “Our research confirms that sustainability isn’t a ‘nice-to-have’ for businesses. In fact, it has become an imperative.” The trend is driven by a focus on sustainable purchasing especially in non-industrialized nations where the impact of shortages of water and energy are well recognized.

In nations such as Brazil, India and Turkey, there is considerable peer pressure within families to purchase socially and environmentally responsible products.  This consumer preference is apparently more pronounced than in industrialized nations such as the UK and the U.S.