Why Now Is the Time to Promote Your Sustainability Certification

It’s no secret: the increased cost of living is affecting consumers all over the world.

Despite this, 64 percent of respondents in a 2024 study reported environmental sustainability as one of their top three purchasing considerations.

If your brand has a sustainability certification, now’s the time to show it.

This Marketing Tip aims to give you insights into why marketing your sustainability certification is more important now than ever.
 

From Aspiration to Action

Although research shows that consumers believe sustainable products cost more than conventional items, people still report a strong desire to make more sustainable purchasing decisions.

But there is a difference between how people say they want to behave versus how they actually behave—coined the “aspiration-action gap.”

While we can’t quite tackle global inflation, businesses that practice sustainability can use their certifications to bridge this aspiration-action gap by:

1. Being open and transparent about sustainability initiatives
2. Using visual cues for consumers to identify products as sustainable
    

Understanding Consumer Desire

To dig a little deeper into that 2024 study mentioned earlier, the researchers found that the primary reason consumers purchase sustainable products is because they feel a sense of responsibility.

What motivates you to buy sustainable products and services?   Sense of responsibility Fear of environmental damage Feeling good about my purchase For the benefit of younger generations A desire to act as a role model For social recognition Social pressure Other reasons Read the report.

People recognize that a healthy and habitable future starts with the actions we take today, both as consumers and as businesses.
 

Marketing Sustainability in a Cost-Conscious World

Does your brand have a sustainability certification? If so, your hard work can pay off! A 2023 study found that “certifications are the primary way in which consumers judge whether or not a product is environmentally responsible.”

Ask your certification program about the rules surrounding using the program’s logo on your products. For wines made with SIP Certified grapes, the process is easy: any wine made with at least 85% SIP Certified fruit (estate or purchased) can apply to use the logo on the bottle.

Contact program staff to get started today.
 

Put This SIP on Your Bottles

If you’re farming your vineyard sustainably, why not show it on your bottles?

Any wine made with at least 85% SIP Certified fruit (estate or purchased) can apply to put the logo on the bottle.

Learn How | Start Today