Bridging the Gap

Strategies for Serving Today’s Greener Customer by Patti Martin Bartsche

From American Funeral Director

Nearly 70% of consumers in the U.S. and Canada think it is important that a brand is sustainable or eco-friendly, according to a recent study by IBM and the National Retail Federation.

The research polled about 19,000 customers from 28 countries, ranging from Gen Z to baby boomers (ages 18-73) to find out how individual shopping decisions are changing.

North American respondents, who numbered 3,500, increasingly prefer sustainable brands. 69% of environmentally conscious buyers willingly pay a premium for recycled products, and more than half of these buyers are ready to change their shopping habits to reduce negative impact on the environment. Read more >>