The Consumer is Conscious, But What About Your Brand?

The Consumer is Conscious, But What About Your Brand?
Sustainability is no longer just an eco-friendly choice, but a powerful criterion that affects consumers’ daily decisions. Recent research conducted in Türkiye shows that the vast majority of consumers are willing to live sustainably, yet face some obstacles in practice.

54% of society is strongly willing to live sustainably, while 44% is moderately willing. Only a small portion of 2% is not willing in this regard. In other words, 98 out of every 100 people support a sustainable lifestyle.
Despite this, 65% of people do not exactly know what they need to do. This shows that sustainability is not only a matter of individual motivation but also an issue of access to information.

Research divides consumers into five main groups:

17% are ready to take an active role for change.

21% expect guidance from brands.

16% trust effective and concrete solutions.

21% are passive but conscious.

24% observe the process from a distance.

This diversity requires targeted strategies instead of one-size-fits-all communication for brands.

It is seen that consumers are willing to pay an average of 9.7% more for eco-friendly produced products.
However, this rate stands in a delicate balance against economic conditions. Price increases can cause sustainable choices to be abandoned. Therefore, sustainable products must be accessible both environmentally and economically.

In Türkiye, sustainable consumer awareness is rising strongly. The 98% willingness rate, the 9.7% payment willingness, and the clarified expectations present great opportunities for brands. However, these opportunities can only turn into reality if sustainability is made accessible for both nature and budgets.