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Inspiration
Knowledge
Media
PR
21 Jan 25
How sustainability shapes consumer choices in the home
In an era of heightened environmental awareness, sustainability is now a driving force behind consumer decisions. For businesses in the home sector, understanding and addressing these preferences is critical to staying competitive and relevant. According to our 2023-2024 Homes Unhooked report, 47% of consumers prioritise buying from sustainable businesses, making it clear that eco-conscious practices are a significant factor in today’s market.
As a specialist home and garden PR agency, understanding what influences consumers’ shopping habits helps us to inform our PR strategies for clients.
Why sustainability matters
Our report highlights that while cost and quality remain top priorities, sustainability is a close contender. Over half of consumers are willing to check the environmental impact of appliances, building materials, and home furnishings before making a purchase. This demand extends across demographics, as individuals seek to align their personal values with their buying habits.
For brands, this presents an opportunity to differentiate by showcasing their commitment to reducing environmental impact. Transparent communication about sustainability practices can enhance trust and loyalty among customers who value green initiatives.
What consumers want
Depending on the products that you’re promoting in your home and garden PR campaigns, the report outlines specific consumer preferences when it comes to sustainability:
- Appliances: 63% of buyers want information about the environmental impact of household devices.
- Building Materials: Over 54% say they’ll evaluate the sustainability of materials used in their homes.
- Furnishings: 53% want eco-friendly furniture and decor options.
However, consumers also express concerns about greenwashing. Many struggle to find accurate, jargon-free information about sustainability claims. This gap provides a vital role for home and garden PR agencies to craft clear, accessible, and credible messaging.
How a home and garden PR agency can help
Creating an effective sustainability narrative requires more than just claims; it needs robust evidence and thoughtful communication. Here are three steps brands can take:
- Do It: Implement genuine sustainability measures in operations, manufacturing, and policies.
- Prove It: Provide verifiable data through ESG reports, certifications, and third-party endorsements.
- Say It: Use PR channels to amplify your efforts. Leverage websites, social media, review platforms, and media outlets to share your story.
Embracing a multi-channel strategy
To meet consumer expectations, businesses should adopt a multi-channel approach. The research highlights that:
- 33% of consumers turn to brand websites for sustainability information.
- 23% rely on review sites, while 22% explore social media for insights.
- Consistent messaging across all platforms is essential to building credibility and trust.
By addressing these needs, your brand can lead the conversation on sustainability while capturing the attention of eco-conscious consumers.
Building the foundations for sustainability success
Sustainability isn’t just a buzzword; it’s a business imperative. With the right PR strategies, businesses can position themselves as industry leaders while contributing positively to the environment. If you’re ready to showcase your brand’s sustainability story, home and garden PR agency Unhooked Communications can help. Contact us today to build campaigns that connect with conscious consumers and drive meaningful results.