49 BUSINESS New retail data has revealed shoppers are actively seeking sustainability cues before they buy. B-Corp organisation VoucherCodes. co.uk, the UK’s most trusted voucher site, has recorded a 186 per cent increase in visits to its ‘Sustainable Shopping’ pages, signalling a significant rise in consumer appetite for greener brands and products. Since introducing Earthmark sustainability ratings across store pages, which provides an indication of a brand’s environmental performance, the business has seen higher average order values on pages where sustainability credentials are clearly displayed. Moji Oshisanya, Chief Commercial Officer at VoucherCodes.co.uk, believes this signals a wider trend for retailers, “Shoppers want to understand a brand’s sustainability credentials quickly, at the point they’re making a decision. When that information is visible and easy to interpret, it becomes part of the value equation.” “A store page is the digital equivalent of a shop window. It communicates what a brand stands for. If sustainability is core to your proposition, it needs to be present at the moment of purchase, not buried in a corporate report. “After the rollout of Earthmark ratings, partners on the VoucherCodes site displaying visible sustainability signals saw higher average order values.” Moji also shares why this is a broader opportunity for marketplaces, “Marketplaces have a powerful role to play in curating and contextualising sustainability. When shoppers can easily identify higher-rated brands or compare alternatives within a category, decision-making becomes simpler and trust increases. That trust translates into commercial growth. “After displaying Earthmark scores on the VoucherCodes website, partner demand from brands keen to showcase their ESG performance grew. For example, AEG exclusively worked with VoucherCodes.co.uk on a campaign designed to communicate with its sustainably conscious audience and has seen real success.” For retailers earlier in their sustainability journey, Moji advises realism, “Progress must come before promotion. Consumers are quick to spot greenwashing or over-claiming, and rightly so,” she says. “Transparency about where you are, and communicating where you are heading builds credibility.” “Visible, verifiable sustainability signals are shaping consumer behaviour and driving measurable growth at checkout. For brands willing to surface their progress, sustainability is becoming a genuine lever for higher-value sales.” From shop window to checkout; why visible sustainability is driving higher-value purchases A SUSTAINABLE MARKETPLACE
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