Sustainability is no longer a competitive advantage; it has become a necessary condition for any company that aspires to remain relevant in today’s market. It’s not enough to make a simple, empty green gesture; consumers are more informed and aware than ever about the environmental impact of their purchasing decisions. Today, they not only seek products that meet their needs, but they also want to know how those products affect the planet.
The modern consumer uses social media as a powerful megaphone to express their preferences and demands. These platforms not only reflect their values but also directly influence the decisions of manufacturers and service providers. A clear example is that 63% of Spanish consumers believe that the use of paper bags gives stores a significantly better image in terms of sustainability, highlighting their preference for options that minimize environmental impact.
At Innovaciones Subbética, we conduct periodic studies to measure how consumer perceptions of sustainable consumption evolve. We have observed that consumers are no longer passive recipients of unexamined advertising messages; they are now the true protagonists of the shift toward a more sustainable future. Their decisions and collective voices are shaping a new paradigm in which companies must align with sustainability values if they want to thrive.
