Earth Month, celebrated every April with Earth Day on April 22 as its centrepiece, has become a pivotal moment for brands to showcase their commitment to sustainability. As consumers become increasingly eco-conscious, particularly younger generations like Gen Z, businesses must adapt their strategies to meet evolving expectations. This blog dives into consumer insights, backed by YouGov Profiles data, that can help brands connect meaningfully with conscious consumers during Earth Month and beyond.

The Rise of the Eco-Conscious Consumer

Environmental concerns are at the forefront of consumer priorities. According to YouGov Profiles, 76% of South Africans agree that green energy is the future, while 72% believe that climate change is the biggest threat to civilisation. These figures reveal a growing awareness of sustainability, especially among younger generations who value purpose-driven initiatives.

Earth Month provides brands with a unique opportunity to align with these values and Eco-Friendly Shopping. For example,7 in 10 consumers agree that brands should consider environmental sustainability when hosting events (YouGov Profiles, 2024). This insight underscores the importance of creating eco-friendly experiences, such as plastic-free pop-up markets, sustainable giveaways, or collaborations with environmental organisations. By embracing these values, brands can deepen their connection with eco-conscious consumers during this critical time of year.

Brands that fail to address these priorities risk being left behind, as conscious consumers increasingly gravitate toward companies that share their values.

The Price of Sustainability: A Balancing Act

While consumers value sustainability, many also acknowledge the financial challenges of adopting eco-friendly habits. According to YouGov Profiles:

  • 66%  of South Africans agree that products that are better for the planet are usually more expensive.
  • 64% of South Africans are willing to pay more for sustainable energy.
  • 52% of South Africans agree that they don’t care if energy is green as long as it’s cheap.

These insights highlight a dual challenge for brands: positioning Eco-Friendly products and Eco-Friendly Shopping as premium while acknowledging the financial reality consumers face. Many consumers understand the value of sustainability and are willing to pay for it because the benefits outweigh the cost. 

However, in today’s economic climate, affordability remains a key factor in purchasing decisions. Earth Month campaigns can help bridge this gap by offering promotions, discounts, or rewards for sustainable purchases. For example, brands could offer loyalty points for buying eco-friendly products or discounts on green packaging solutions, making sustainable choices more accessible without compromising financial priorities

Earth Month Campaigns: Engaging Conscious Consumers

To make the most of Earth Month, brands should align their campaigns with consumer values. Here are a few key focus areas based on YouGov Profiles insights:

1. Personalised Eco-Friendly Rewards

YouGov data shows that 76% would pay more for products that improve their lives. Personalisation is key here. Offering tailored eco-friendly product recommendations or reward options—such as discounts on sustainable household items—can enhance consumer engagement and drive brand loyalty.

2. Hosting Sustainable Events

As 70% agree that brands should consider environmental sustainability when hosting events, Earth Month provides a perfect opportunity to organise community-focused initiatives. Ideas include hosting plastic-free markets, tree-planting days, or workshops on reducing waste. Earth Day itself can serve as the highlight of these activities, creating buzz and reinforcing the brand’s commitment to sustainability.

3. Health and Wellness Integration

With 69% of respondents agreeing that they do whatever possible to promote a healthy lifestyle, Earth Month campaigns can highlight the connection between sustainability and personal well-being. For example, brands could promote eco-friendly fitness gear, plant-based meal kits, or reusable water bottles, tying these promotions to Earth Day awareness.

Addressing Challenges: Overcoming Barriers to Green Shopping

Despite their eco-conscious values, many consumers express scepticism or frustration around sustainability.

  • 60%  agree that it costs too much to be green all the time.
  • 44% believe green products are just a way for the government to make more money.

For brands, transparency is critical, especially when consumers weigh the cost of sustainability. Many are willing to invest in eco-friendly products, but they also want to understand what they’re paying for. This is where clear communication becomes essential. Sharing behind-the-scenes stories, data on emission reductions, or certifications that verify sustainability claims helps justify the cost and build trust. 

Campaigns around Earth Month provide a timely opportunity to highlight these efforts, showing consumers how their spending supports real environmental impact rather than just a price tag. This not only dispels concerns about ‘greenwashing’ but also reinforces the long-term value of sustainable choices.

Additionally, financial uncertainty is a major concern, with 77% agreeing that life is more uncertain than for previous generations. Brands can address this by offering consistent, reliable rewards for Eco-Friendly Shopping, helping consumers feel more in control of their spending.

Strategic Opportunities for Brands During Earth Month

Based on YouGov Profiles data, here are actionable strategies for leveraging Earth Month to engage conscious consumers:

  • Collaborate with Sustainable Partners: Partner with eco-friendly organisations or suppliers to enhance credibility and broaden your sustainability initiatives.
  • Promote Long-Term Value: Highlight how sustainable products can save money or improve quality of life over time, addressing affordability concerns.
  • Encourage Small Steps: Offer incentives for simple actions, such as bringing reusable bags or opting for energy-efficient products, to show that every effort counts.
  • Educate and Empower: Use Earth Day as an opportunity to share tips, resources, and success stories about going green. Consumers appreciate brands that guide them on their eco-conscious journey.

Conclusion

Earth Month—and specifically Earth Day on 22 April —presents a unique opportunity for brands to demonstrate their commitment to sustainability while building meaningful connections with conscious consumers and their Eco-Friendly Shopping needs. By aligning campaigns with consumer priorities like affordability, transparency, and health, brands can turn this time into a powerful engagement tool.

The insights provided by YouGov Profiles reveal not only the growing importance of sustainability but also the challenges that come with it. With thoughtful strategies and data-driven decisions, brands can effectively position themselves as leaders in Eco-Friendly Shopping during Earth Month and beyond.

Methodology

Profiles: Segmentation and media planning tool. YouGov Profiles makes it simple to find and understand the audience that matters most to you. With data collected daily, it gives you the power to build and customise a portrait of your consumers’ entire world with unrivalled granularity. More than 12,500 variables are available in South Africa.

Dataset: 2024-12-29

Population: Nationally representative of South African adults with access to the internet, aged 18+