148: Research Shows Soaring Demand for Sustainable | Marketing Tip Monday

<p>People today are growing increasingly environmentally conscious. WWF commissioned global research by Economist Intelligence Unit (EIU) in 2021 (<a href= "https://wwfint.awsassets.panda.org/downloads/an_ecowakening_measuring_awareness__engagement_and_action_for_nature_final_may_2021__.pdf">An Eco Awakening</a>) that found that <strong>searches for sustainable goods have increased globally by 71%</strong> since 2016. If you're not <a href="https://www.sipcertified.org/get-certified/">telling consumers that your business is run sustainably</a>, now's the time to start!</p> <p>Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show your customers that you share their values. Today we explore the research that shows that demand for sustainability is soaring.</p> <p>Whether we're talking about food and beverages, household cleaning products, or beauty and pet products, <strong>those with eco-certifications have been experiencing increased sales</strong> over the past several years. Sheila Bonini, senior vice president of private sector engagement at WWF US states:</p> <p><em>"Sustainable and planet-friendly products used to be a niche market. Today, that's no longer the case. The research backs up what we've seen anecdotally over the years -- demand is there."</em></p> <h1>Shifting Values</h1> <p>A <a href= "https://nielseniq.com/global/en/insights/report/2021/sustainability-connects-retailers-brands-with-conscientious-consumers/">2021 NielsenIQ report</a> points out that the pandemic significantly impacted consumer behavior. As the topic of health and well-being was brought front and center by this global health crisis, concern for local communities and the planet as a whole became a central theme in our daily lives. The report shows that