During the ongoing ISRI National Convention 2018 in Vegas, SteelOrbis had the opportunity to speak with Co-Founder & Strategist at Gig Economy Group, Publisher & CEO of Earth911.com Mitch Ratcliffe. He informed SteelOrbis of the communication partnership between Earth911.com and ISRI that will involve a comprehensive branding strategy that will include new levels of native content, questions and quizzes to help better educate and target consumers.
He noted that according to his firm’s research over the past five years consumers have increased their commitment to paying environmental premiums for sustainable products from approximately 35-40 percent of consumers in 2011 to new figures indicating 66 percent of consumers are now willing to pay a premium for products produced with environmental sustainability in mind.
He added that the support for environmental engagement is even higher with millennials and the Generation Z trailing them. The purpose of the campaign is to “activate that consumer awareness and have the sustainability value come to pass by assisting them to locate recycling centers, find sustainable products, and establish pre-purchase or pre-decision contact.”