In recent years, a clear trend has emerged in consumer buying behavior: sustainability is no longer a niche, but a defining factor in purchasing decisions. Especially in the Netherlands and the broader European market, awareness surrounding the environment, ethics, and health is growing rapidly. For wholesalers, distributors, and retailers, this development presents not only a moral opportunity but also a commercial necessity.
The consumer of today is environmentally conscious
Research from organizations such as the European Commission shows that more than 70% of EU consumers take sustainability into account when making purchasing decisions. In the Netherlands, this percentage is even slightly higher. Customers want to know where products come from, whether they are organic, recyclable, or fair trade, and are willing to pay more for products with clear sustainable added value.
Especially younger generations (Gen Z and millennials) state that sustainability is important to them. They make up an increasingly large group within the consumer market, which means that sustainable choices are no longer optional for companies that want to remain future-proof.
What does this mean for wholesalers, distributors, and retailers?
This shift in consumer behavior has direct implications for the entire supply chain
- Demand creates supply
Wholesalers who incorporate sustainable brands and products into their range become more attractive to retailers who want to meet the changing needs of their customers. - Competitive advantage
By responding to the sustainable trend now, distributors can differentiate themselves from those who are still lagging behind. Think of packaging-free deliveries, CO2-neutral shipping, or product lines with sustainable certifications. - Regulations and subsidies
European laws and regulations surrounding sustainability are becoming stricter. By proactively making sustainable choices, you can avoid future adaptation costs and may even qualify for green subsidies or tax benefits. - Brand loyalty and reputation
Retailers who make their product range more sustainable often find that customers become more loyal to their brand. This also positively reflects on partners in the supply chain – a sustainable image strengthens all links.
Time to switch with Greengo
It’s clear: the demand for sustainable products is growing, and so are the opportunities for companies that dare to choose the future. At Greengo, we believe in a world where sustainability is not the exception but the norm. We offer a wide range of organic, ecological, and NON-GMO products for conscious consumers – from sustainable smoking accessories to responsible packaging.
Do you work as a wholesaler, distributor, or retailer and want to enrich your assortment with truly sustainable products that resonate with the modern consumer? Join Greengo and become part of the green movement.
Contact us today and discover how we can grow together in a way that is good for people, nature, and your business.
