How brands are responding to conscious consumer demands with genuine and business savvy restorative actions

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June 2, 2023

Today, we’re seeing changes to the core values of the next generation of consumers, Gen Zers, as they no longer form opinions of a company solely based on the products or services they offer, but also by evaluating their ethics and social impacts. According to a study conducted by Edelman, 70% of Gen Zers are involved in a social or political cause, advocating for causes they believe in through how they spend and how they earn. 


Sustainability is now a key driver in consumer purchasing decisions. In fact, 79% of global consumers are changing their buying preferences based on the social and environmental impact of their purchases. As we see conscious consumers on the rise, we also see that they are becoming increasingly discerning and wary of brand actions. Unsubstantiated claims about a product’s environmental friendliness or impact are increasingly, and rightfully, being called out for greenwashing. 

So, what are some ways that veritree partnered brands are taking real, meaningful restorative actions that are both having a positive change on our planet and driving business results?


Restorative Commerce 


A straightforward model that several companies have adopted is directly taking restorative action in connection with revenue. This can be via a % of sales, a threshold of $, or a simple 1 for 1. A pioneer of this model is Herbaland Gummies, one of Canada’s largest nutritional gummy producers. Herbaland, a certified B Corp, produces plant-based and sugar-free gummies through sustainable manufacturing methods and plants 1 tree for every pouch of gummies they sell. Since partnering with veritree, Herbaland has sold over 400,000 pouches of gummies –that’s over 400,000 trees in the ground. In addition to taking monumental restorative steps, they’ve also further cemented their brand image as a restorative, planet-first business. 


Trees at Checkout


How about letting the consumer decide? That’s a solution that a number of veritree partners have implemented. Just look at Tealish, Luna Nectar, tentree, and Herbaland. These businesses have all integrated the option for consumers to add trees directly into their baskets at checkout. In doing so, they are empowering consumers to make autonomous eco-friendly decisions. The results? On average these businesses are seeing a 6-8% opt-in rate. Not to mention the benefit to the planet and consumer engagement.


Community Management


Looking to build out your brand’s community? That’s what Beyond Meat and Hyundai set out to do through experiential marketing campaigns. While taking the time to educate their guests about the benefits of restorative actions, they also rewarded them for their engagement by committing to plant a tree for every time a consumer scanned a QR Code. This has led to more i) trees in the ground ii) educated consumers and iii) organic touchpoints.  Triple win! 


Restorative Workforce 


Did you know that nearly half of Gen Zs say they are actively pushing their employers to do more when it comes to taking climate action? Some veritree partners are taking restorative actions in direct connection with their employees. For example, Major Tom, a full-service marketing agency based out of Vancouver became a Restorative Workforce by committing to plant 70 trees each month, on behalf of their employees.  A simple gesture goes a long way.


The question now is not whether brands should act, but what actions will your brand take to drive real, positive change for the planet? Visit our ‘Ways To Act’ page for more inspiration.

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