Younger generations, particularly Gen Z, are increasingly prioritizing ethical considerations in their consumer choices. This newfound emphasis on sustainability is becoming a key factor in brand loyalty, driving companies across various industries to adapt and evolve. With sustainability in the forefront of consumers’ minds, businesses must consider their environmental impact and align their values to maintain a competitive edge.
The Fashion Industry's Transformation
The fashion industry has long been under scrutiny for its environmental consequences. A 2022 Launchmetrics report reveals “fast fashion” now dominates over one-third of online conversations about sustainability. This shift in discourse reflects a growing awareness and concern among consumers about the environmental impact of their clothing choices. Brands like Levi’s have embraced this change, launching campaigns such as “Buy Better, Wear Longer” to promote sustainable and durable products. By targeting Generation Z, these companies are fostering loyalty among a demographic that deeply values environmental responsibility.
Gen Z: Loyal to Brands with a Mission
Gen Z’s commitment to sustainability transcends personal preferences and has a measurable impact on the market. A 2022 Deloitte study indicates 50% of Gen Z consumers reduced the amount they buy, and 45% fully stopped purchasing certain brands due to sustainability or ethics concerns. This generation’s purchasing power not only shapes market trends but also influences the decisions of older generations.
Sustainability Beyond Fashion
The sustainability movement permeates other industries as well. Companies like L’Oréal, Unilever, e.l.f., Grove, and Simple Truth have begun implementing creative ways to reduce their environmental impact and cater to the eco-conscious consumer. By setting goals – from increasing the assimilation of recycled or more sustainable materials to reducing water usage, waste production, or greenhouse gas emissions – these brands are winning the loyalty of younger consumers.
Another method for drastically reducing environmental impact is through the digitization of paper instruction manuals. By partnering with BILT, brands can eliminate paper waste and offer a more user-friendly experience through 3D interactive instructions.
Chamberlain's Commitment to Change
Chamberlain, a leader in smart access solutions, is embracing this shift with its “Go Green with BILT” initiative. By replacing paper manuals with interactive digital instructions for their garage door openers, Chamberlain aims to save 92.4 tons of paper, or an estimated 2,217 trees, per year. As Chamberlain Group Product Manager George Rassas explains, this change not only minimizes waste but also makes product information more accessible to customers.
“We create reliable, DIY smart home access devices for the garage and home that are built to last. That can mean, over time, instructions can be discarded or misplaced,” said Chamberlain’s Group Product Manager of Residential Services, George Rassas. “Providing our customers with digital access to documents they need not only helps minimize waste but makes our product information more accessible.”
Funky Monkey Bars' Sustainable Approach
Funky Monkey Bars, a family-run company specializing in outdoor play equipment, is also partnering with BILT to go paper-free. Founder and Director Shane Roberts highlights the dual benefits of this decision, stating that it is both better for the planet and provides a superior installation experience for customers. This partnership exemplifies how a commitment to sustainable practices can strengthen a brand’s appeal.
“We encourage everyone to join us in choosing digital-first, for the environment and the sustainability of our operations. BILT’s technology is not only better for the planet, but it also provides a superior installation experience for our customers. We’re proud to offer this innovative solution and aim to go all digital in the near future,” says Roberts.
Embracing the Sustainability Movement
As consumers become more environmentally conscious, companies must adapt to stay relevant. Aligning with the values of younger generations through sustainable practices and marketing initiatives presents a unique opportunity for brands to maintain and even grow their market presence. By embracing sustainability and addressing environmental concerns, businesses can not only foster customer loyalty but also contribute to a greener future.
For more information on how digital instructions can impact your ESG initiatives, contact your BILT Account Manager or a BILT team member.