The Gap Between Concern and Action
“The gap between concern and action is not a failure, but rather an invitation,” said Grant Bartoli, CEO of Marketbuzzz, commenting on the survey results.
The challenge now is to transform passive concerns into active engagement, identifying where brands and organisations can play a pivotal role in driving consumer behaviour change.
“Brands have the power to inspire and motivate consumers to take action, whether through creative campaigns or by designing experiences that encourage environmentally friendly behaviour,” said Bartoli.
A Crucial Opportunity to Win the Hearts of Thai Consumers
Survey data reveals that 66% of Thais support environmentally friendly brands or organisations. While this support doesn’t always translate into immediate purchasing decisions, it signals a strong trend that ‘sustainability’ is becoming a crucial factor for brands to consider.
“Being environmentally friendly may not always be the top reason for a purchase, but when other factors such as price, quality, and performance are comparable, sustainability can make the difference,” said Bartoli.
What Changes Consumers’ Minds?
Bartoli highlighted that one key factor in helping brands succeed in their sustainability efforts is environmentally friendly packaging. Consumers are not only looking for products that meet their quality and price expectations, but they also value packaging that reflects environmental responsibility.
Data shows that packaging that reduces plastic use or is recyclable can give brands a competitive edge. Consumers are able to clearly differentiate between environmentally conscious brands and those without a sustainability strategy.
“This opens the door for various brands to lead change by designing products to create impact. By integrating sustainability into their core values and presenting it in a way that consumers can easily see, connect with, and act upon, brands can transform concern into action and build brand value,” Bartoli said.
Leaders Play an Important Role
Prapaporn further emphasised the importance of leadership in driving sustainability efforts. She noted that businesses have the resources, scale, and influence to make sustainable products or services more accessible to the public. This could involve strategies like setting affordable prices and offering environmentally friendly options without compromising convenience.
“When companies lead with environmental responsibility, they not only help mitigate the crisis but also empower consumers to participate in the solution,” said Dr. Praporn.