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How green loyalty programmes are influencing customer loyalty
- Coldplay, alongside many other brands and industries today, has embraced sustainability to drive a positive impact on the environment and increased consumer affinity and loyalty.
- A seismic shift in how industries and brands view sustainability has occurred today, as responsible decision-making and consumption remain key drivers for consumer values and lifestyle choices.
- Recent surveys have shown that a significant percentage of GenZ and millennials are willing to pay more for sustainable products, seek out environmentally responsible companies, and stick with those brands long-term.
- Green loyalty programmes, the evolution of traditional programmes, are now rewarding customers not just for their purchases but also for their environmentally conscious decisions such as eco-friendly packaging, recycling, or even standard shipping that reduces the plastic used.
- The adoption of green loyalty programmes by brands offers customers the opportunity to make a difference in terms of sustainability and contributes to their feeling of pride and loyalty to the brand.
- The practice of “greenwashing” has become increasingly common in the industry and only reinforces the need for green loyalty programmes that are backed by actionable data and transparency to build trust in a sceptical market.
- Green credit, the concept of loyalty points for sustainable choices, could encourage wider participation in sustainability efforts and allow customers to enjoy discounts or even donate to environmental causes.
- Brands that have well-defined, clear and purpose-driven loyalty programmes can increase their customer retention rates by as much as 20 to 30%.
- The integration of sustainability into consumers' everyday choices and the opportunity to make a difference no matter how small is crucial in driving customer affinity and loyalty for quite some time.
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