Sia Partners 2024 Sustainability Customer Journey Benchmark

In today's consumer landscape, sustainability has become a critical factor influencing purchasing decisions, with a notable rise in consumer preference for environmentally responsible brands. However, simply having sustainable practices isn't enough; effective communication of these efforts throughout the customer journey is essential to build trust and loyalty without falling into the trap of greenwashing.

The Sia Partners 2024 Sustainability Customer Journey Benchmark evaluated 25 companies across various sectors in the Netherlands and Belgium, focusing on how well sustainability initiatives are integrated into the customer experience. Despite many companies having sustainability strategies in place, the benchmark revealed significant gaps in communicating these initiatives effectively.

Key Findings:

• Awareness Stage: Companies often mention sustainability sporadically on some social media channels but fail to prominently feature it on their websites across the entire customer journey and across multiple channels. Best practices highlighted companies like Decathlon and Rituals, which excel in showcasing sustainability efforts through dedicated sections and prominent certifications.
• Research & Consideration Stage: While some companies use eco-labels and filters for sustainable products, there's room for improvement in transparency and educating consumers about the environmental benefits of their choices. Zalando and Kruidvat were recognized for their efforts to offer sustainable product choices and partnerships with sustainability organizations.
• Purchase Stage: Many companies miss opportunities to educate consumers on reducing environmental impact during checkout and delivery. Examples like Picnic and Albert Heijn demonstrate leadership through eco-friendly delivery options and minimizing packaging waste.
• Post-Purchase Stage: Enhancements in this stage include supporting circular economy practices like product repairs and facilitating returns of small items. MediaMarkt and Decathlon were noted for their initiatives in refurbished products and repair services.
• Retention & Advocacy Stage: Loyalty programs often overlook sustainability, despite potential benefits in engaging eco-conscious consumers. Praxis and Decathlon lead by integrating sustainability into loyalty programs and promoting sustainable living through educational content.

The benchmark underlines the importance of transparent and comprehensive communication of sustainability efforts across all stages of the customer journey. Companies that effectively communicate their sustainability initiatives not only meet consumer expectations but also enhance brand loyalty and trust. Moving forward, there's a clear opportunity for brands to improve their sustainability communication strategies to better align with consumer values and preferences.

Sia Partners offers expertise in helping brands navigate these challenges, from defining sustainability communication strategies to enhancing customer engagement and loyalty through sustainable practices. By bridging the gap between sustainability initiatives and consumer awareness, brands can foster a more sustainable future while building stronger, more resilient customer relationships.

Read the full article and discover how we can help your brand thrive sustainably. Contact us for a coffee if you would like to find out more about your company’s specific results.