Recycling = Loyalty
Brands that make recycling simple and rewarding are building lasting value with their customers. Time to declare this as a true fact. We have been tracking this relationship for several years and the time to act is now. Arguably, brands that ignore this opportunity and reality do so at some risk.
In 2013, BSR and Futerra surveyed 54 of the world’s leading brands and determined that sustainable lifestyles will be transformative for business. While they reported that only 2% of consumers were very interested in sustainability, they made a bold prediction that this would transform to 98% by 2018. Their prediction has indeed been realized.
Just a few years later, in 2016, the Harvard Business Review featured companies that had begun working with consumers to address post consumer waste. The authors determined that brands that were creating more awareness around recycling, and developing a culture of responsibility, repair, and reuse, were building customer loyalty based on shared values and responsibilities. Some of the featured companies were early movers such as adidas, Nudie Jeans and Patagonia. In their analysis, the key ingredients were a shared burden and a shared purpose, with the customer loyalty being the resulting reward to both brand and customer. To this achieve this end, the final conclusion was the imperative that “companies play a big role in creating a circular economy… but they must also get customers engaged in the process”.
More recently, in February 2018, the carton industry pushed our thinking outside the box (pun intended). According to a new survey this by the Carton Council of North America, an overwhelming majority of consumers (94 percent) are supportive of recycling. Nearly three-fourths (74 percent) believe recycling is important and should be made a priority.
This past week, the PA Consulting Group joined the chorus and produced the most recent evidence. The report concluded, “retailers that provide genuinely useful services that keep clothing and electronics out of the landfills have a greater opportunity to recognize economic value”. With regard to recycling specifically, the report gave further support to the notion that simple and enjoyable recycling experiences translate to a positive association with the brand.
With brand loyalty under increasing pressure, the simple and noble act of promoting recycling should be an integral part of the customer experience. Returns to the brand and to the consumer are demonstrable and real. With RecyclEXP, we have been dedicated to making this a reality for leading brand partners and their customers. As we continue to see these results in action every day, we look forward to extending and improving these engagements with lasting, sustainable and rewarding results. More good things ahead.