Research Shows Soaring Demand for Sustainable

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!

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!

Here are some resources for you to share with your sales and hospitality staff to get them educated on what it means to be SIP Certified.

Electronic resources

• Talking SIP Infographics:
  • SIP Buzzwords for Your Consumer-Facing Staff: SIP Buzzwords
  • Tailor Your Message to Fit Your Consumer: Generational Analysis Report Highlights
  • Talk to Your Customers About Your Sustainable Practices: Answering Customers’ Top Questions
  • Share SIP 101 With Your Customers: SIP Certified 101 Understanding the Fundamentals
• SIP Smart Training online course
• SIP Certified Jeopardy
• SIP Certified Program Overview Presentation
• eNewsletter sign-up: SIP Certified Marketing Tips
   

Sustainability in Action Training Events

Want to learn how to talk about sustainability with your customers? Come to an upcoming training event! Click the image for event details and registration.

McIntyre Vineyards Sept. 7 | 9:00 am - 10:00 am	Niner Wine Estates Sept. 21 | 9:30 am - 10:30 am