New Data Shows Consumers Want to Hear More, Not Less, on Brands' Sustainability Efforts
3BL’s latest report offers a roadmap and strategies for brands to drive long-term growth through effective sustainability and impact storytelling, even in a politicized climate.
NORTHAMPTON, Mass., June 26, 2024 /3BL/ - The 2024 Consumer Insights & Sustainability Benchmark from 3BL reveals that nearly 70% of consumers want more communication from businesses about their sustainability efforts. However, many companies have significantly reduced their sustainability communications due to fear of regulatory scrutiny, public criticism, or backlash from anti-ESG rhetoric.
This research builds on the findings of The $44 Billion Sustainability Opportunity report 3BL released in February 2024. The report quantified the value of consumers switching brands for sustainability reasons—adding up to more than $44 billion across 12 industries in the U.S. alone. A quarter of the consumers surveyed said they even stopped doing business with a brand in 2023 because of its social or environmental behavior.
Silence means consumers remain unaware of your company's sustainability and social impact initiatives, leading to increased demands for transparency. Only 28% of consumers believe businesses are doing enough to address environmental challenges, and just 33% think businesses are sufficiently tackling social issues.
3BL and TriplePundit, in collaboration with research technology company Glow, surveyed over 1,000 U.S. adults for the 2024 Consumer Insights & Sustainability Benchmark. The report delves into the consequences of corporate silence, what consumers expect from businesses, and provides actionable tips for effective sustainability communication.
Key Insights Include:
- The missed opportunities for brands that fail to communicate their impact
- Strategies to personalize messaging and substantiate claims with data
- Optimal channels to reach various consumer demographics
- Additional research-based insights
Download the 2024 Consumer Insights & Sustainability Benchmark [here].
About 3BL
3BL is the leading sustainability and social impact communications partner, connecting organizations’ stories of purpose and progress with the audiences who matter most.
We partner with over 1,500 companies – from global corporations and mid-sized enterprises to NGOs and nonprofits – to elevate their reputations as players in the world of responsible business. We do this through unrivaled news and content distribution, bespoke storytelling support, and our digital media division, TriplePundit.
Explore more at www.3bl.com
For more information, please contact:
Margie Kuchinski
Head of Marketing & Brand, 3BL
mkuchinski@3blmedia.com
