Consumers are purchasing for values more than ever. 83% of consumers say that, when deciding between brands, they’ll always pick the one with a better sustainability record, and 70% are willing to pay more for products and services that help protect the environment or don’t infringe on human rights, according to findings from SONAR, Wunderman Thompson’s proprietary data tool.
With consumers increasingly seeking out brands whose values align with their own, retailers are elevating ethics to make it easy to shop purposefully.
Popular retail platform Brandless now categorizes their products by value. Across verticals, the online retailer offers a ‘shop by values’ feature so buyers can limit their search to products that are biodegradable, compostable, cruelty free, grown in the US or made from recycled materials. This follows the retailer’s 2018 Pop-ups with Purpose, which not only highlighted cruelty-free beauty products and fair-trade coffee, but also featured interactive installations focused on giving back, practicing kindness and making a positive impact on the community, as well as educational stations to teach shoppers about tree-free paper products and the importance of supporting fair wages and safe working conditions.