4Green is top-of-mind in branding, as more consumers demand sustainability and identify with community-based campaigns. Sustainable-living spenders are “more likely to avoid a product if the company that sells it is socially irresponsible,” says Forbes.
However, targeting the right audiences with the right data is “absolutely critical. Many consumers say or look like they would support your eco-friendly brand, while only certain individuals are actually willing to follow through.”
And some shareholders are concerned that purpose is being prioritized over profits. Shots have recently been fired by Unilever investors for its apparent “obsession” with sustainability.
It’s no coincidence that this year’s choices for paint Color-of -the-Year are mostly shades of green. Paint companies set the tone for interiors and accessories in new homes, as well as the explosion of remodels for work-and-school-at-homers — who are desperate for comfortable and uplifting surroundings in these uncertain times.