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Are consumers willing to spend more on a sustainable product?

According to a recent study by Reewild, a company dedicated to promoting environmental awareness and helping companies and consumers reduce their carbon footprint, consumers are willing to pay 12% more if the product they purchase is respectful of the planet.

Something that is undoubtedly more significant amid the economic uncertainty and financial pressures that many families face today. This change in mentality not only reflects a growing concern for the environment, but also indicates an evolution in consumer priorities towards sustainability and social responsibility; That is, the step is being taken from a passive state of concern towards an active attitude in consumer behavior.

Growing awareness of the negative impacts of uncontrolled production and consumption has led to a paradigm change. Consumers are recognizing that the lowest price does not always reflect the true cost of a product, especially when considering the long-term effects on the environment and local communities.

Likewise, this change in mindset is not limited to a specific demographic; It is a trend that spans all ages, from generation Z and millennials to more mature generations. Although it is logical that greater purchasing power makes it easier for the older generations to make a greater outlay, which does not mean that young people do not have the same environmental awareness.

Beyond marketing

However, it must be clear that greenwashing, or conceiving sustainability as a purely image issue, will not be enough to connect with this consumer, but it is essential that these products are aligned with authentic values of sustainability and social responsibility. . Consumers are not only looking for a quality product, but they also demand transparency and consistency in the practices of the brands they trust.

Consumers seek a deeper relationship with brands, a connection that transcends the mere commercial transaction and reflects a shared commitment to environmental protection and social well-being. In this sense, companies that adopt a proactive stance towards sustainability not only earn the loyalty of their customers, but also contribute significantly to building a more sustainable and ethical future.

For many people, purchasing sustainable products is not simply a lifestyle choice, but an act of responsibility towards future generations; Therefore, it is necessary to adequately respond to these concerns and truly satisfy market demands.

However, it is essential to recognize the need for sustainable products to be affordable and accessible to all consumers. While there is a growing supply of planet-friendly products, it is important to ensure that this option is not limited only to those with higher incomes. Democratizing access to sustainable products not only expands the positive impact on the environment, but also promotes equity and inclusion in the market. Companies and institutions have a crucial role in this, working together to develop solutions that make sustainability a viable option for all people, regardless of their economic situation.

For this reason, at BioTech Foods we work with the goal that cultivated meat can be an accessible option for all those consumers who want to opt for this alternative way of ingesting animal protein. Currently, one of the great challenges for cultivated meat is production in adequate volume and cost.

The new BioTech Foods plant will allow the establishment of a highly efficient cultivated meat production line to respond to both this challenge and the global need for a more balanced food production system that provides sustainability benefits.