Consumers are demanding products that are promoted as sustainable. Brands that market their sustainability experienced a 5 percent bump in sales in 2018, according to a 2018 Nielsen report. 62% of Generation Z consumers and 62% of Millennial consumers prefer to buy from sustainable brands.
These trends are showing up in the pet industry as well. 91% of pet industry professionals surveyed in 2019 reported increasing expectations for sustainable pet products.
Yet buyers are also looking for verification of sustainability claims. Millennials, representing over 30% of pet ownership, are no exception. “Millennials tend to prioritize buying from companies they believe have environmentally sustainable practices, and they are doing their homework to determine which companies they most trust,” notes Arlene Karidis, Waste360 writer (our emphasis).
Karidis further notes, “many retailers and manufacturers are posting sustainability practices online, where Millennials spend much of their time. These firms are securing third-party certifications to show authenticity.
PSC’s accreditation provides buyers with that 3rd-party verification. The accreditation indicates that a business has benchmarked their performance and demonstrated year over year improvement in social and environmental impact. Accreditation gathers and provides reliable information that allows consumers to buy from pet companies they know are having a positive impact on the environment and in the communities where they do business.
When a company becomes accredited, a company can meet the demand from consumers for meaningful, transparent business operations through the following accreditation opportunities. The licensed use of the special edition accreditation logo on a company’s website provides a positive impression to new customers. Fellow pet industry professionals also recognize that the pet business is grounded in sustainability when they see the accreditation logo at virtual trade shows or on the coveted accreditation list.
Mark Sapir, chief marketing officer for Stella & Chewy’s, said, “Accreditation is an opportunity for Stella & Chewy’s to encourage year over year improvement, celebrate our journey within sustainability packaging, and contribute to industry-wide green initiatives.”
As Millennials and Generation Z demand more environmentally-friendly products, sustainability is top of mind to these generations and even Baby Boomers. 1 in 3 consumers rank sustainability as the top purchasing criteria, according to Accenture’s 2020 report. To stand out and demonstrate that your business takes sustainability seriously, consider supporting accredited companies or becoming one.
Schedule a 15-minute consultation to create a plan of action to meet the growing consumer demand for pet products that verify their impact and sustainability claims.