How can this data affect companies and brands?

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With the spread of greater environmental awareness, Green Marketing has ceased to be an option and has become a necessity.

As an example, I bring up the case that occurred with a couple of friends who own a popular restaurant in my city. As local entrepreneurs for more than 3 years, they have always been concerned about sustainability by using biodegradable and recyclable packaging, in addition to constantly improving their products.

However, at one of the most critical moments of the pandemic, they had problems receiving these packages from their distributors and, in order to deliver these orders, they had to resort to plastic and expanded polystyrene.

To the owners' surprise, they received several cameroon phone number list complaints even from the most loyal customers and several negative reviews on delivery apps and on the establishment's social media.

Thanks to good management, the owners were able to solve the problems without major losses. This case serves as a warning not only of the direct impact of Green Marketing actions, but also to exemplify one of its greatest benefits: customer retention and loyalty .

In the book Customer Success by Dan Steinman, Lincoln Murphy and Nick Mehta we can see the concept of two types of loyalty that exist in the public: behavioral loyalty and attitudinal loyalty .

Behavioral or intellectual loyalty indicates that the customer is only loyal because they need to be and the scarcity of other solutions makes them loyal to the brand out of necessity.
Attitudinal or emotional loyalty , on the other hand, concerns customers who are loyal because they love the brand, finding values ​​similar to their own and identifying with that company.
And Green Marketing is directly related to attitudinal loyalty, as these are the most valuable consumers who will not only become loyal customers, but will also be willing to pay more for solutions and, above all, brand promoters for their network of friends and family.