Secrets to earning emotional loyalty: How green initiatives drive customer engagement

In today’s rapidly evolving consumer landscape, building brand loyalty has become more challenging than ever. Consumers are not only seeking high-quality products and excellent service but also aligning themselves with brands that share their values and ideals. In 2024, those include sustainability. So how do green initiatives help boost customer loyalty?

Understanding the power of emotional loyalty

Emotional loyalty is the deep-seated bond that consumers form with brands based on shared values, beliefs and experiences. Unlike transactional loyalty, which is driven by incentives or discounts, emotional loyalty is rooted in authenticity, trust, and emotional resonance.

When consumers feel a genuine connection with a brand, they are more likely to remain loyal, advocate for the brand, and engage in repeat purchases over time. In fact, a study by Motista found that customers with a strong emotional connection to a brand have a 306% higher lifetime value compared to those who lack such a connection. Emotions are especially important in the post-pandemic era, when our society has become tenser and still struggles with the effects of forced social isolation, which has made us more responsive to volatile and intense reactions.

The rise of sustainable consciousness

Covid-19 wasn’t the only novelty that recent years have brought on. Another huge shift we’ve seen relates to how consumers approach the issue of sustainability. It turns out that, with growing concerns about climate change, environmental degradation and social injustices, customers are increasingly seeking out brands that demonstrate a commitment to sustainability and ethical business practices.

Studies show that 78% of consumers feel that sustainability is important, and products marketed as sustainable are growing 2.7 times faster than others. From eco-friendly packaging to fair labour practices, sustainability has become a key differentiator for brands looking to attract and retain customers in today’s competitive marketplace.

The importance of sustainability in loyalty

Sustainable practices have several beneficial effects on brand loyalty:

Shared values and beliefs

Sustainability serves as a common ground for brands and consumers to connect on shared values and beliefs. Brands that prioritise sustainability demonstrate their commitment to making a positive impact on the world, aligning with the values of socially and environmentally conscious consumers. This shared sense of purpose fosters a deeper emotional connection, leading to increased loyalty and advocacy.

Trust and authenticity

Sustainability is not just a marketing buzzword; it’s a reflection of a brand’s commitment to transparency, integrity and ethical business practices. When brands prioritise sustainability and deliver on their promises, they build trust and credibility with consumers. This trust forms the foundation of emotional loyalty, as consumers feel confident in supporting a brand that shares their values and acts responsibly.

Long-term relationship building

Emotional loyalty is about building long-term relationships with consumers based on mutual trust, respect and understanding. By prioritising sustainability, brands demonstrate their dedication to making a positive impact beyond immediate profits. This long-term perspective resonates with consumers who are looking to support brands that prioritise sustainability and social responsibility.

Emotional resonance

Sustainability initiatives have the power to evoke strong emotions and create meaningful experiences for consumers. Whether it’s through storytelling, community engagement or environmental activism, brands that integrate sustainability into their messaging and initiatives can connect with consumers on a deeper emotional level. These emotional connections strengthen the bond between brands and consumers, leading to increased loyalty and brand advocacy.

Competitive advantage

In today’s competitive marketplace, sustainability has become a key differentiator for brands looking to stand out and attract discerning consumers. Brands that prioritise sustainability not only appeal to environmentally conscious consumers but also gain a competitive edge in the market. By investing in sustainability, brands can differentiate themselves from competitors, build brand loyalty and drive long-term growth.

Sustainable brand success stories

The need for emotional bonds with customers has already inspired a transformation in loyalty programmes, regardless of their type. Without completely abandoning the transactional aspect, such as earning points with each purchase and redeeming them for rewards, rewards programmes are slowly moving toward an emotional relationship based on greater personalisation – of products, services, content and rewards – and an omnichannel approach creating more emotion throughout the customer journey and at each touchpoint.

So how does this translate into action? Here are some examples of sustainable loyalty programmes:

• H&M integrates sustainability points into its loyalty programme. Customers who bring back old clothes or buy new items from the Conscious Collection earn points. More examples come from the world of coffee: Costa Coffee rewards UK members with double points (one extra ‘Green Bean’) for bringing their own cup, while Starbucks offers discounts and more loyalty points for doing the same thing.
• Airline programmes don’t lag behind – Etihad Airways encourages guests to make a difference by rewarding them with tier miles each time they make a conscious choice for the environment. This could be for bringing less luggage on board or buying sustainable products in the rewards shop.
• Similarly, members of the Adidas Creators Club earn points for writing a comment on a product, participating in a running event organised by the brand, and even running, with points awarded for distance. The more you get involved, participate and train, the more points you get – the message sums it up.
• Meanwhile, Engie’s My Program to Act encourages consumers to use less energy for the good of the planet. This is also the case for British Gas, which offers various types of gifts, vouchers and discounts, as well as ‘loyalty days’ when energy is free. The number of free days depends on how long they have been a customer.

Building emotional loyalty has become the new holy grail for brands looking to stand out from the crowd. Sustainability serves as a powerful catalyst for fostering emotional connections with consumers, driving long-term relationships based on shared values, trust, and authenticity.

How do you actually use the power of sustainability to boost emotional loyalty? To find out, check out Comarch’s e-book, ‘Emoloyalty – From Emotional Connection to Brand Success: The Pathways of Loyalty’. It’s a step-by-step guide with practical tips you can implement in your own loyalty strategy for brand success.