According to a study by Unilever in 5 countries, one-third of customers are preferring to buy from companies that they perceive as working on social or environmental causes. This study also tracked buying behavior to make sure it wasn’t just talk. Interestingly this trend was even stronger in emerging economies.
Keith Weed, Unilever’s Chief Marketing and Communications Officer says: “This research confirms that sustainability isn’t a nice-to-have for businesses. In fact, it has become an imperative. To succeed globally, and especially in emerging economies across Asia, Africa and Latin America, brands should go beyond traditional focus areas like product performance and affordability. Instead, they must act quickly to prove their social and environmental credentials and show consumers they can be trusted with the future of the planet and communities, as well as their own bottom lines.”
How Mars and Walmart illustrate the future of sustainability - GreenBiz.com