Unilever study highlights consumer preference for sustainable brands

Unilever has published the results of an international survey showing how consumers are becoming increasingly keen to invest in sustainable brands.

The company asked 20,000 adults from five countries how their sustainability concerns impact their choices in-store and at home, revealing that 33 percent are now choosing to buy from brands they believe are doing social or environmental good.

It was shown that 21 percent of those surveyed said they would actively select brands that made their sustainability credentials clearer through their packaging and marketing, with consumers in emerging economies showing a particular interest.

Unilever noted that its own financial performance reflects this trend, with brands such as Dove, Hellmann's and Ben & Jerry's that tout their sustainability as a key selling point delivering nearly half of the company's global growth in 2015.

Moreover, these brands are collectively growing 30 percent faster than the rest of the business, showing the considerable commercial benefits that sustainability can provide.

Keith Weed, Unilever's chief marketing and communications officer, said: "This research confirms that sustainability isn't a nice-to-have for businesses; in fact, it has become an imperative."

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