The curveball that 2020 has thrown at the world seems like an unperceivable nightmare. From coronavirus, to businesses failing, to trying to cope with the highs and lows of the present situation, there is still hope. All this and more with respect to climate change, food consumption, waste disposal, natural disaster now has led to a global awakening. A mass consciousness and effort towards going green. A shift in the moral compass of each consumer. All this to not be a part of the many reasons of worldwide environmental degradation.
This has paved the way for creative and “green” opportunities for brands to tap into. Going green a slogan and initiative heavily furthered by both the Millennials and Gen Z has seen that they purposefully opt for options that allow them to practice this lifestyle. One could see this through the rise in the trend of going green with the introduction of vegan friendly products, cruelty free products, increase in products that are recycled, the ban of plastic, use of reusable cups etc.
As a brand one must take note of this growing trend and understand what it means and the advantages and repercussions that it brings with it. This also means understanding the mindset of those who actively engage in this trend. To simply put going green is no longer a status quo rather a pressure or a shame of opting out of options that allow one to be environmentally conscious.
Green pressure is exactly that. Back when products that were environmentally friendly were expensive and one in a million, it added a certain stature or value to the buyer. But due to the growing consciousness, understanding, and access to information, there has been a significant democratization of these products. So, instead of being the only one to use a vegan hair product, one cannot afford to be the only one not using a vegan hair product. Because nowadays these products are affordable and also perform effectively and sometimes even better than the existing products. Making the switch easy.
This means that brands also have to make this transition. Sometimes this could be huge investment. Could also mean changing and remodeling brand strategy and philosophy. However, the efforts of doing so is worth it. Because if not now then the push would be a much more adamant leading to an reluctant conversion. Therefore, to stay safe catching on to this trend which seems to be lasting one has become and inevitable and imperative choice.