The study “Navigating a Greener Future” revealed that sustainability commitments have a tremendous impact on brand loyalty. The majority of interviewees said they would stop buying or buy less from a brand that does not care about its environmental impact.
In 2024 Consumers are driven by green-incentivised initiatives in community and global awareness campaigns of products and services. This includes co-marketing partnerships and sponsorships in Sport, Mobility, Oceans, Indigenous communities, andsustainable Textile innovations. While the concept of green-washing is everpresent in the news, Luxury & Consumer Brands contribute significantly toSDG goals in money and motivation – with many brands of a 100+ years’ heritage.
Delta Global promoting a study titled “Navigating a Greener Future” August 2023 shows that environmental awareness is on the rise and is increasingly impacting how consumers shop for luxury goods. The HK-based market research firm inspiring-i surveyed Gen Z to Gen X (ages 18–55) 2,000 luxury consumers across Hong Kong, Australia, Malaysia, Singapore and mainland China. It delved into the impact of sustainability on luxury consumers’ purchasing behaviours – particularly among Gen Z and Millennials, who will emerge as the biggest luxury consumers by 2030. It found that 90% of all respondents were more focused on sustainable practices when making purchase decisions. Environmental awareness grew from the past 2 years to around 45% of Gen Z consumers, and Australian consumers. This was followed by Southeast Asia (44%) and mainland China (41%). Interestingly, Hong Kong consumers (25%) showed the least gain in environmental awareness compared to other markets. Download research highlights here
Images: “Navigating a Greener Future”
NIKE: Just Do It “Move to Zero” campaign is a comprehensive sustainability plan designed to “help protect the future of sport.” The program builds upon existing company-wide efforts, including Nike’s aim to power facilities with 100% renewable energy by 2025 and operate with net-zero carbon emissions. “At Nike, we believe that climate change is the defining environmental issue of our generation because the reality is if there’s no plan, there’s no sport,” former global chef sustainability officer Noel Kinder.
For example, in Australia, brands like PATAGONIA “Save the Waves” campaign, and NAKED WINES of sustainable viticulture of organic farming and water conservation and education, supporting SDG 12 (Responsible Consumption and Production) promoting recycling and reduce single-use plastics, fostering a circular economy.
L’ORÉAL partnered with the Great Barrier Reef Foundation to support various conservation projects aimed at protecting this UNESCO World Heritage site. The partnership was part of L’Oréal’s broader sustainability strategy, which emphasizes ecological responsibility and community engagement.
IMAGE: Kyle Taylor, Dream It. Do It. is licensed under CC BY 2.0.
PRADA: partnered with Clean Up Australia on reducing plastic waste and promoting environmental awareness. They support the Australian fashion industry with sustainable practices events. Prada also sponsored the Chinese women’s soccer team for the 2023 FIFA Women’s World Cup.
HERMÈS have for many years created campaigns to promote indigenous peoples’ cultural heritage events and collaboration with Indigenous artists. For example, the brand has featured designs from Indigenous Australian artists, incorporating traditional motifs and stories into their collections, with the aim to contribute positively to the preservation of indigenous heritage while empowering communities economically.
LACOSTE: The “Save Our Species” campaign replaced the brand’s famous crocodile logo with endangered animals to raise awareness about wildlife conservation.
Image: Lacoste
By integrating these goals into their business models, luxury and consumer brands not only enhance their market presence but also contribute to a more sustainable future in Australia and the Asia-Pacific region.