In the thirteenth episode of the “Green” podcast, we talk about how the buyer can influence the decision of the manufacturer and why it is important to give feedback to companies
Many buyers do not believe that by their decision to purchase a certain product, they are voting for a particular manufacturer’s choice. But in fact, our conscious choice in favor of eco-products can force a certain brand to change the composition of products, packaging, and even the social agenda. By choosing wisely in the store, you are helping businesses become more sustainable.
The Expert of the Issue is Irina Antyushina, Head of the Department for Sustainable Business Development and Corporate Relations at Unilever in our country, Ukraine and Belarus.
Conversation timeline:
1:05 — Is it true that the buyer votes in rubles?
3:11 — What product category is most popular among green shoppers?
6:42 — How companies work with feedback
10:38 — How work on eco-projects works in our country
13:32 — How effective are environmental initiatives
15:48 — Use of renewable energy in production
23:31 — Radical actions in favor of the environment
Several conversation highlights
Companies recognize that some consumers buy what they can afford and find it difficult to choose products based on brand sustainability. According to Antyushina, the situation in our country is gradually improving: more and more Russian buyers are thinking about what the product and its packaging are made of. The percentage of consumers who pay attention to the social and environmental aspects of a brand or company has increased markedly over the past four years.
Until recently, the priority of buyers was a healthy diet: it was important for people how products affect them and their body, but now the demand for eco-friendly cosmetics and household chemicals has also increased. So far, manufacturers are working on the greening of all production and the development of recyclable packaging, but for consumers, the main factor is the natural composition of cosmetics and household chemicals. Sometimes overpacking of goods can be explained by the difficulties of transportation and merchandising. Without a box or a special film, the product may break or lose its presentation, but still, now companies are slowly but surely heading towards packaging optimization. It is also worth remembering that sometimes the composition may not be ideal, but because of this, the shelf life increases – this is extremely important for deliveries to remote cities and regions.
Social networks play an important role in communication between the company and the consumer: they can be used to suggest changes or complain about the product of a brand. Within the company, suggestions and complaints are considered, after which the composition, packaging or information about the product in the public domain is changed. Research and marketing departments are working to ensure that the products themselves are more environmentally friendly, and buyers see these changes. This approach not only creates a positive agenda, but also increases people’s loyalty to the brand.
Despite the fact that in our country there is not yet a wide distribution of “windmills” glorifying “green” electricity, it is possible to use renewable energy in your production: for this you need to conclude a contract with factories that deal in renewable energy. Such a step helps to increase the popularity of wind farms, and thus increase the availability of renewable energy.
There are three types of green energy work:
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