Customers used to care mostly about price and quality. Those still matter, of course, but the playing field has shifted. More and more buyers now ask: Is this business doing right by the planet? If the answer is no, they may take their dollars elsewhere.
The research backs it up. A Harvard Business Review study found that more than 60% of consumers factor sustainability into their buying decisions, and over a third are willing to pay more for products that reflect their values. Gen Z and Millennials, especially, are driving this shift. For them, a company’s practices are as important as its products.
This trend is reshaping entire industries. Retailers are cutting packaging. Hotels are promoting energy efficiency. Food companies are advertising local sourcing and waste reduction. These aren’t just “nice touches” anymore, they’re selling points that influence buying decisions .
For small businesses, this is actually an opportunity. Customers are often willing to give local shops and service providers more credit for visible, authentic efforts. A clothing boutique that highlights recycled fabrics, a coffee shop that rewards customers for bringing reusable mugs, a mechanic that recycles oil and parts — these are the kinds of actions that earn loyalty.
The key is authenticity. Customers can spot “greenwashing” — empty claims without real practices behind them. Businesses that take even small but real steps and communicate them clearly stand out in a crowded market.
And remember, customers also care about how you treat your people. Offering benefits through BizPower Benefits shows that your definition of responsibility includes both the planet and your employees. That message resonates with buyers who want to support businesses that care.
REAL TALK:
Customers are telling us what they want: businesses that take sustainability seriously. If you ignore it, you risk losing them to competitors who don’t. Start small, be honest, and show your progress. Your customers will reward you for it.
