Sustainability Is Factoring into 2019 Holiday Purchases
Younger consumers are increasingly mindful of where they shop
By Lucy Koch
Discounts and low prices are historic holiday asks. But this year, sustainability is also top of mind. According to a recent survey, shoppers are more mindful of who they do business with, especially as it pertains to the environment.
Coleman Parkes Research, on behalf of Accenture, conducted an online survey of 1,500 consumers in 17 cities, including New York, Seattle and Detroit. On average, 34% of respondents said they were unaware of the negative environmental impact faster shipping causes. But, 50% said they'd be willing to try greener delivery options this holiday season, such as a slower shipping option or in-store pickup.
Shoppers also said they wanted to do business with retailers that were environmentally conscious. Fully, 47% of consumers surveyed said so.
This shift has been a long time coming. According to a January 2019 survey from Hotwire, 47% of internet users worldwide said they had switched to a different product or service because a company violated their personal values. Protecting the environment topped the list of reasons consumers switched, and 5% cited concerns about climate change.Read the full article.
Podcast: Does Renting Clothes Make Sense?
eMarketer principal analyst Andrew Lipsman, executive editor Rimma Kats, senior corporate account director Sarai Bravo and senior director of global accounts Anne Porto discuss Banana Republic’s new clothing rental service: Why do consumers use them? What are the pain points? And can they have mass market appeal? Then, Andrew and Rimma chat about video platforms streaming fashion shows, why Away wants to be a travel company and more. Listen In
Three Email Trends Retailers Should Keep in Mind for 2020
Email is still at the center of marketers’ digital programs. No surprise there; it offers several benefits: It’s an owned communications channel, it’s permissioned—meaning consumers have opted in and indicated interest—and it’s a traditional marketing channel that most marketers are thoroughly experienced with. Full Article