Consumer awareness of the Rainforest Alliance and demand for environmentally and socially responsible goods is at an all-time high. As a business working with the Rainforest Alliance, you have the opportunity to promote your commitment to sustainability by using and promoting our trustmarks. See these examples of how other companies have leveraged our green frog seal and the following research, which may help shape your marketing strategy.
Consumers care about the environment
- 91% of global aspirational consumers rank “pollution and the environment” as the most serious problem facing the world today. (Source: BBMG/ GlobeScan: Five Human Aspirations 2015)
- 84% of global consumers consider a company’s social and environmental commitments before deciding what to buy or where to shop, with 80% saying they would be willing to buy a product from an unknown brand with stronger social or environmental commitments. (Source: Cone Communications/ Ebiquity Global CSR Study 2015)
And They Expect Companies to Care Too
- 91% of global consumers expect companies to do more than make a profit, but also to operate responsibly to address social and environmental issues. (Source: Cone Communications/ Ebiquity Global CSR Study 2015)
- 70% of consumers globally believe that companies should be held responsible for “not harming the environment,” and “ensuring a responsible supply chain”(69%) (Source: BBMG/ GlobeScan: Five Human Aspirations 2015)
But Companies Need to Earn Their Trust
- 52% of the general global population believe that a company’s effort to protect and improve the environment is important for building their trust. (Source: 2017 Edelman Trust Barometer, 2017 Big Brands, Big Impact: A Marketer’s Guide to Behavior Change)
- 64% of the global population believe that CEOs should take the lead on change instead of waiting on governments to impose it. (Source: 2018 Edelman Trust Barometer)
So, Why Rainforest Alliance?
- Global growth in sales of more than 4% in 2015 for the consumer goods of brands with a demonstrated commitment to sustainability; brands without commitment grew 1%. (Source: Nielsen/The Sustainability Imperative 2015)
- 53 percent of global consumers say they “often” or “always” look for trustmarks, while an additional 32 percent “sometimes” do. (Source: Trusting Trustmarks Survey, BBMG/The Collective 2013)
- Awareness of the Rainforest Alliance Certified™ Seal:
- US – 37%
- UK – 58%
- Germany – 31%
- Netherlands – 27%
- Sweden – 38% (Source: Rainforest Alliance/Nielson, 2017)
- Australia – 54% (increase of 9% in 4 years) (Source: Australia: MobiumGroup Living LOHAS report 5, 2015)
- Canada – 35% (of coffee drinkers) (Source: Coffee Association of Canada, Canadian Coffee Drinking Study 2013)
Trustmarks Influence Purchasing Decisions
98% of businesses referred to sales and marketing related benefits, when using standards, such as improved reputation (60%), improved profitability (53%), cost reduction (30%) and growth in production (e.g. increased production volumes) (30%). (Source: ISEAL/ Aidenvironment, 2017, The Business Benefit of Using Sustainability Standards)
Chocolate with environmental claims flies off the shelves at a rate 5x faster than the overall market, seeing a 15% unit sales growth compared with 3% for conventional products.
Chocolate products that market their sustainability may only make up 0.2% of the total category share, but sales grew by 22% from 2017 to 2018. (Source: Neilson What’s Sustainability Got to Do With It? 2018)
Coffee products with environmental claims total dollar growth increased by 25% from March 2017 to March 2018, compared to a 1% decline in the total coffee category
Coffee products with environmental claims grew 52% in sales volume in the last year, compared to 4% sales volume growth in the total coffee category.
The impressive growth in terms of both dollars and sales volume in this category suggests that consumers aren’t just buying more overall—they’re also purchasing more in terms of quantity when they do shop. (Source: Neilson What’s Sustainability Got to Do With It? 2018)