94% of Adult Consumers Say a More Sustainable Lifestyle is Important Finds Study From Compose[d] x MaCher

Sustainability Significantly Impacts Purchasing Behavior and 47% Would Pay More for Sustainable Products

New York, NY — May 6, 2021 — A new study, Sustainability & Consumerism: U.S. Consumer Behaviors and Preferences, released today by Compose[d], a digital creative services and strategy agency, and MaCher, a promotional product and design company, takes a deep dive on how consumers view sustainability and their expectations of brands. The study surveyed 1,000 consumers (age 18-75) in the U.S. in March 2021.

While sustainability alone doesn’t determine consumer purchasing behavior, it is of growing importance and with 1 in 3 consumers reporting it is hard to find sustainable options across all product categories — particularly electronics — there is an opportunity for brands to increase sustainability to attract a greater share of customers.

Key findings from the report include: 

  • 43% of consumers wish there was more information about living sustainably
  • Boomers and Gen X are 2x more likely to donate clothes for reuse and to actively reduce their use of single-use plastics, while millennials and Gen Z are 2-3x more likely than older consumers to be vegetarian/vegan and to ride a bike instead of driving
  • 61% find products produced with minimal environmental impact to be the top marker of sustainability
  • 60% of consumers say reusable products are more sustainable, 43% would pay more for reusable products with women being 23% more likely than men to pay more
  • Consumers (64%) would rather use products made from recycled materials than new/virgin material 
  • 75% of adults wish there was a way to offset the impact their travel has on the environment.
  • Baby Boomers & Gen Z are 20% more likely than any other age group to say they’d pay more for environmentally-friendly or reusable products.
  • “Recycled” is the word most likely to influence consumers: Boomers (65%), Gen X and Gen Z (52%), while the word “Green” is of great impact for millennials (51%) and Gen Z (43%)

“Sustainability has proven to be more than a buzzword or passing fancy for consumers. The brands that practice sustainability have an opportunity to capture consumer loyalty and align with them on a commitment to safeguard the environment for the future,” said Jason Parkin, President and Chief Creative Officer, Compose[d].

“Consumers are increasingly paying attention and selecting brands that put sustainability first. They want brands to share their values, and think a brand should be dedicated to sustainability and environmental transparency. Brands that ignore this call from consumers will be left behind as this trend continues to grow,” said Rochelle Turner, Head of Research & Insight, MaCher.

The full study can be found here.

About Compose[d]

Compose[d] is a digital creative services and strategy agency focused on addressing business goals for its clients through sustainable solutions. A Certified B Corp with a passion for using business as a force for good, Compose[d] is proud to partner with the top brands across retail, fashion, beauty and lifestyle. Compose[d] is headquartered in New York, NY. To learn more, visit composedcreative.com or follow us on Instagram

About MaCher

MaCher is a globally inspired Certified B Corp that uses data and academic research to create thoughtful, meaningful and sustainable solutions that get brands noticed. It specializes in responsibly manufacturing products to solve business problems – all the way from design to delivery. To learn more, visit macher.com.

The Underswell: 2020 Sustainability Roundup + Thoughts on 2021

Our Sustainability Partner, Derek Sabori/The Underswell gives his thoughts on this crazy year that we’ve had, some positive takes from it, and what we can look forward to in the year ahead.

What a mixed bag 2020 has been, right? I don’t know about you, but I came into 2020 thinking it was all good, that THIS was going to be the year. By March, however, it was clear that THIS was going to be THE year; just in a different way.

With that said, there were still lots of interesting things that came about on the sustainability front, so let’s have a look at a few of them:

Commitments from the big ones:

Microsoft announced they’ll be carbon negative by 2030; not neutral, but negative. They pledged to, “remove from the environment all the carbon the company has emitted either directly or by electrical consumption since it was founded in 1975” and committed to a $1 billion climate innovation fund. That was big news, especially since we’re getting down to the wire if we are going to follow the recommendations of the IPCC and a keep global warming within the recommended 1.5 degrees threshold. It’s going to take big commitments from the big players, and this was a good start to the year.

In addition to this, the CEO of the world’s largest money manager, BlackRock let the world know that sustainability wasn’t just for the tree huggers (it never really has been though, right!?) and that addressing climate was good for business, and good for investors. Larry Fink’s annual letter to CEOS of major companies said that, “Climate change has become a defining factor in companies’ long-term prospects” and that “awareness is rapidly changing, and I believe we are on the edge of a fundamental reshaping of finance.” Additionally, in a letter to shareholders, he announced a number of initiatives to place sustainability at the center of their investment approach, including: making sustainability integral to portfolio construction and risk management; exiting investments that present a high sustainability-related risk, such as thermal coal producers; launching new investment products that screen fossil fuels; and strengthening their commitment to sustainability and transparency in our investment stewardship activities. A couple of key takeaways: the reshaping of finance, integrating sustainability, and transparency.

We found our focus

Biodiversity seemed to be at the center of it all, becoming, if you ask me, the buzzword of the year. Fashion rallied around it, calling it the priority of the industry, and the business industry as a whole took note. Biodiversity isn’t that far-fetched, and if it’s not a part of your sustainability vernacular, it needs to be. Here’s a little something to keep in mind: Humans rely on natural capital (resources). Natural resources are abundant in healthy ecosystems. Healthy ecosystems are due, namely to strong biodiversity. Therefore, protect biodiversity; protect us; protect our futures.

Products are made in partnership:

If there’s one thing that I saw 2020 unveil and bring to light is that our products aren’t made in a silo, and none of our companies operate that either. 

One of the things I ensure all my clients and students understand well is what I call a life cycle thinking approach (LCTA); which means that for every product, every component, every process, we have to look at it through the lens of the triple bottom line+ (social, environmental economic, and +governance), and across the product’s entire product life cycle (including its value chain), from cradle (raw material extraction) to grave (the product’s end of life). 

So, when COVID hit, and big brands scrambled to put halts on (or cancel altogether) their orders, postpone payments, and more, the rest of the value chain spoke up and the concept of responsible purchasing came front and center. Stories of underrepresented supply chain partners in developing countries struggling to pay some of the poorest workers in the world because of cancellations, highlighted the fact that business wasn’t always being done in a fair way, or in a partnership-focused manner. Factories, farmers and materials makers far back up the value chain, were often left dealing with the fallout on their own, even after years-long business relationships; the feeling was that they had expected more. Even just a dialogue, a plan, some communication would have been appropriate. And yes, these were unprecedented times, but when we can learn to consider the whole, we’ll be better off. 

We are all connected, and especially when it comes to business. None of us really make products or offer services in a vacuum, so let’s pay good attention to the ones who are next in line, supporting the work we do, even when their work is unseen by most. Let’s all see each other.

And so here we are again, end of the year, heading into a new year…do I dare say it again? That THIS will be the year. That THIS will be the really good year where the sustainability-related work we are all doing really picks up speed, drives further into the mainstream, and really proves itself to be the right thing to do. We all know it’s the RIGHT thing to do, but it’s not always the EASIEST thing to do. And that’s the point. What if it were? 

What if 2021 becomes the year where doing the right thing is the easy thing? Sounds too simple right? It’s not though – this takes a complete flip of the current system. If you haven’t read The Ecology of Commerce by Paul Hawken (editor at Project Drawdown and more) and this topic intrigues you, it’s a must read. And you’re going to want to read it twice; trust me.

That said, maybe that idea’s not too far off. We’ll see a new administration, new commitments, new awareness, new urgency… a new year. So yeah, I’m hopeful.

Let’s just keep it simple. Let’s make 2020 the year where doing the right thing (by people, and planet) became common; expected, predictable, almost boring. Imagine just a regular ol’ boring year…yeah, I think that sounds good right now.

Happy New Year!
– Derek (The Underswell)

Can the EPA Report Yet?

Here at Compose[d] we appreciate science and freedom of information. Being that so many of us are technologists, we think that it’s only important and necessary to speak up when science and open information is infringed upon. To that point, lost in the latest news cycle is the fact that our national scientists are still prohibited from posting to the world about factual information on official government channels.

So, at least in regards to the EPA, we’ve put together a quick tool using one of our own products to monitor when they can post again (sadly as of this post it’s now 11 days and counting where an official government agency is censored from posting relevant and factual information on their channels). Let’s hope that we can hear from the agency in charge of keeping our air clean, our water safe, and the all around environmental health of our nation. Because without any of it, none of is would be able to do the things we do for a living, or enjoy this great country in our free time. In the meantime, you can check to see if the EPA can report at http://cantheepa.report

Space X wants to deploy 4,425 satellites for broadband services

Space X filed an application with the FCC recently to deploy 4,425 satellites orbiting at altitudes ranging from 715 miles (1,150 km) to 790 miles (1,275 km). “With deployment of the first 800 satellites, SpaceX will be able to provide widespread U.S. and international coverage for broadband services,” SpaceX wrote. “Once fully optimized through the Final Deployment, the system will be able to provide high bandwidth (up to 1 Gbps per user), low latency broadband services for consumers and businesses in the U.S. and globally.” 4.2 billion people (or 57% of the world’s population) are offline for a wide range of reasons, but often also because the necessary connectivity is not present or not affordable, so this would make a huge impact for populations both in those areas that are underserved, as well as in developed nations where even with broadband, the average speed is far below the purported Gigabit Internet.

If approved, and implemented, the effect that this could have for content, advertising/marketing, and e-commerce could be huge; opening up markets both  domestically and internationally. From the article “According to a June 2015 story by Christian Davenport at The Washington Post, Google and Fidelity invested $1 billion into Musk’s company, in part to support the project. So it’s a good guess that if and when the network becomes functional, those companies would partly assume control of it. (Google parent company, Alphabet, is also working on its own effort to beam internet connectivity from the skies using satellites, balloons, and drones.)”