This blog post is part of Forrester’s Holiday 2019 retail series.

Our Forrester Analytics Consumer Technographics® surveys at Forrester tell us that consumers increasingly care about retailers’ and brands’ commitment to social and environmental sustainability. On top of this, consumers factor these brand values into their decisions over what products or brands they buy.

As you gear up for the holiday season, incorporate your brand values into your storytelling and content. Whether it is recycling efforts, research and development into sustainable materials, or social/charitable initiatives, sharing these projects and brand values will resonate with consumers and make the conversation about more than just offers and promotions.

For the likes of Patagonia or Stella McCartney, commitment to social and environmental sustainability is part of their core brand values and already included in their content and communication with consumers. For other brands, there is an opportunity to be more vocal about sustainability initiatives that have been kept behind the scenes.

Whatever you do, make sure that you can live up to your claims and commitments!