Insights in Five: Boosting Loyalty with Eco-Friendly Essentials
A Suzy Micro Report
Insights in Five:
Boosting Loyalty with Eco-Friendly Essentials
It’s hard to beat the brand recognition when a parent says, “Honey, please Febreze that.” But brand loyalty only goes so far with shifting consumer behavior. With sustainability being a priority for many consumers, how can mainstay brands continue to appeal to their loyal shoppers? Suzy asked 1600 Americans, 94% of whom said they had used a P&G product within 12 months, for their thoughts on sustainability for home, wellness and personal care items.
45% of consumers don’t view the personal care products they purchase as sustainable.
According to Suzy’s research, the top 5 most used P&G personal care and home brands are:
37% of consumers are very likely to change brands if their go-to brand does not offer sustainable packaging.
The products with reusable packaging consumers are most willing to buy are:
41% of consumers said they would be very willing to spend more money on a product that had reusable packaging.
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52% Dawn 51% 49% 48% Oral-B Crest Gillette
73% Shampoo 71% 69% 68% 61% Detergent Dish Soap Hand Soap Conditioner
45% 41%
46% Febreze 60% Bodywash
We used the Suzy platform to find out. Suzy is an end-to-end market research platform that can enable you to dive deeper with your ever-changing consumer. Let’s see what they had to say.
The sustainable practices consumers are most interested in:
Key Takeaways
Nearly half (49%) of consumers want personal care brands to offer refill programs for products.
Support for Sustainability
Most consumers want to see sustainability initiatives from brands: 49% want refill programs and 58% favor of loyalty programs to incentivize sustainability. Creating sustainable products and packaging and giving consumers a way to earn incentives through sustainable practices, may galvanize consumers around an eco-friendly mission.
Loyalty to Mainstay Brands
58% of consumers say they want brands to incentivize them to recycle with a rewards program.
33% of consumers said they think corporations should be responsible for sustainability.
Bottom Line:
Competition won’t slow down for brands like Dawn, Oral-B, and Febreze—even if they have been used en masse for generations. To retain brand loyalty, P&G brands need to address consumer concerns about the environment and keep educating consumers on the steps they are taking to promote sustainability.
Creating Ease of Use for Consumers
With the clear interest in sustainability, making it easier than ever for consumers to be eco-friendly should be top of the list. Only 18% of consumers feel that they can easily find personal care products with sustainable business practices while shopping. By making shopping sustainable easier, brands like P&G can get ahead of the competition and bring in new customers.
Consumers buy and use brands such as Dawn, Oral-B, and Febreze. But they want these brands to find a way to incorporate sustainability into the equation—or they might go elsewhere.
49% 58% 33%
