100 points to know about...
Inclusive project management

Do you think people care about the environment? Have you ever asked yourself if consumers wonder whether producers and retailors follow green practices? Do you think people are happier in companies where they care about sustainability? Are you into these issues?

More than half of consumers are willing to pay more for sustainable products, according to a 2019 Accenture study ( https://newsroom.accenture.com/news/more-than-half-of-consumers-would-pay-more-for-sustainable-products-designed-to-be-reused-or-recycled-accenture-survey-finds.htm) that surveyed 6000 consumers aged 18 to 70 in 11 countries of America, Europe and Asia.

Unlike in politics, where leaders change every few years, businesses are generally at the mercy of consumer trends, which quickly drive changes in products and services in response.

Consumers expect companies to play a positive role in society. And several studies have been conducted that back this up with numbers. According to the Meaningful brands report 2021 by HAVAS, 73% of global respondents believe brands must act now for society, and 64% of people prefer to buy from companies that are known not only for their profit, but also for their purpose. 53% of respondents go even further, saying they are willing to pay more for a brand that acts on behalf of society ( https://www.havasgroup.com/press_release/havas-meaningful-brands-report-2021-finds-we-are-entering-the-age-of-cynicism/ ).

According to "McKinsey New Age of the Consumers US Survey 2019," younger generations increasingly state that they are willing to pay more for products that have the least negative impact on the environment.

The EIU (Economist Intelligence Unit) reports that the popularity of Google searches for sustainable products increased by 71% between 2016 and 2020. ( https://f.hubspotusercontent20.net/hubfs/4783129/An%20EcoWakening_Measuring%20awareness,%20engagement%20and%20action%20for%20nature_FINAL_MAY%202021%20(1).pdf ).

On the other hand, there is a low percentage who, despite being in favour of green businesses do not want to pay extra, as often being eco translates to being expensive.
However, this information should not make you flinch, as the benefits of going green concerning consumers are that, according to these surveys, almost the 90% of people have a positive image of businesses who support environmental issues and, therefore, will be loyal to them.
Moreover, given the overwhelming amount of information available today, customers have learned to evaluate on their own how environmentally friendly the company is, so "greenwashing" (a green marketing practice intended to create a deceptive image of environmental responsibility) doesn´t works anymore. People can easily verify the supply chain, energy consumption and emissions. Therefore, if you provide information about your web host, install a CO2 emissions calculator, or provide other additional information about what makes your website more sustainable, you will gain the trust and loyalty of your customers.