Marketing

How to align with a generation that has ~$300B in purchasing power? Here’s an idea...

December 2, 2020

After our interview with Ryan at Tru Earth, we thought we’d take a look around to see what the rest of the environmentally-conscious DTC landscape looks like.

The takeaway? Sustainability and eco-consciousness are a great play for a DTC brand. 


There’s a growing population of conscious consumers who reflect their ideals in their power of purchase. They want to be sure the companies they’re spending money with are working to improve their community and the environment - they want to feel good about their purchase. 


According to Hana Ben-Shabat, the founder of Gen Z Planet, Gen Zers have close to $300 billion in direct purchasing power, and 60% of Gen Zers said that a brand being environmentally friendly was important to them. Not only do they value sustainability, they expect it.  


It’s a no-brainer; sustainable practices and eco-conscious values are good for the environment, good for your customer, and good for you. 


In a Retail Dive article on DTC Brands to watch, Andrew Lipsman, eMarketer principal analyst at Insider Intelligence, argues that a successful brand needs to be built around the consumer and foster a sense of community. He says, “Most strong DTC brands are built on unique customer insight. So it’s not just that I can buy some good through online channels, it’s that I understand something about the modern consumer and I’m going to build my brand around that.” 


As Ryan has proved with Tru Earth, building a brand around an environmental mission is an impactful way to connect with your customers and ground your brand with a mission and sense of purpose. 


Where to start?

  • It’s in the name - The best products are named to reflect what they do or how they make you feel. Tru Earth is an excellent example of this. Tru Earth is the product mission in its name. 
  • Sustainable Packaging - a major trend in the field, DTC companies have been adopting greener packaging, to the extent that most buyers assume sustainable packaging as the norm. If this isn’t yet part of your packaging strategy, take a read of tips for eco-friendly packaging here.
  • Eco-clout - If your brand is committed to sustainability, don’t be coy about it - let people know you’re walking the walk. Consumers are demanding sustainable values and looking to eco-conscious brands to support - let them know they can feel good shopping with you. TIP: work with eco-affiliates to ensure your messaging on sustainability is effective and up to date. 


Looking for inspiration? Here’s a 2019 People article highlighting eco-friendly brands. Take a look at how these brands position themselves within the eco-friendly space. 

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