148: Research Shows Soaring Demand for Sustainable | Marketing Tip Monday

People today are growing increasingly environmentally conscious. WWF commissioned global research by Economist Intelligence Unit (EIU) in 2021 (An Eco Awakening) that found that searches for sustainable goods have increased globally by 71% since 2016. If you're not telling consumers that your business is run sustainably, now's the time to start!

Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show your customers that you share their values. Today we explore the research that shows that demand for sustainability is soaring.

Whether we're talking about food and beverages, household cleaning products, or beauty and pet products, those with eco-certifications have been experiencing increased sales over the past several years. Sheila Bonini, senior vice president of private sector engagement at WWF US states:

"Sustainable and planet-friendly products used to be a niche market. Today, that's no longer the case. The research backs up what we've seen anecdotally over the years -- demand is there."

Shifting Values

A 2021 NielsenIQ report points out that the pandemic significantly impacted consumer behavior. As the topic of health and well-being was brought front and center by this global health crisis, concern for local communities and the planet as a whole became a central theme in our daily lives. The report shows that consumers have been shifting toward eco-friendly products and companies that share the same value of caring for the health and well-being of our human and non-human resources.

Let Consumers Know You Care!

How can consumers know your wine is produced sustainably if you don't tell them? A team of Penn State researchers suggests that when it comes to sustainable wines, promoting sustainable production methods in marketing efforts may increase consumer willingness to pay more for their wine.

Here are a few ways to promote your sustainable efforts:

Train your consumer-facing staff on how to talk about sustainability. Share your sustainable practices on your website, social media, and marketing materials. Put the SIP Certified logo on your bottle! Wine Intelligence US SOLA 2021 states that "consumers most strongly associate sustainable wine with protecting the environment and rely on official sustainability endorsement for reassurance."
  Learn How to Talk SIP!

We have lots of great resources to help you talk about sustainability from buzz words to SIP Certified 101. Plus, play a game of Jeopardy with your team to make learning about sustainability fun.

Sustainability in Action Training Events

Want to learn how to talk about sustainability with your customers? If you are on California’s Central Coast we have three events coming up this fall. Come to an upcoming training.

 

McIntyre Vineyards
Sept. 7 | 9:00 am - 10:00 am

Niner Wine Estates
Sept. 21 | 9:30 am - 10:30 am

Check out the show notes for links to this article, PDF downloads to help you talk about sustainability with your customers, an educational game of Jeopardy, and sign up for our biweekly Marketing Tips newsletter. Until next time, this is Sustainable Winegrowing with the Vineyard Team.

References: Marketing Tips eNewsletter Share SIP 101 With Your Customers: SIP Certified 101 Understanding the Fundamentals SIP Buzzwords for Your Consumer-Facing Staff: SIP Buzzwords SIP Certified Jeopardy SIP Certified Program Overview Presentation  SIP Certified SIP Smart Training online course Sustainability in Action Events | Register (August and September 2022) Tailor Your Message to Fit Your Consumer: Generational Analysis Report Highlights Talk to Your Customers About Your Sustainable Practices: Answering Customers’ Top Questions Tools to Teach Your Team About Sustainability