OEKO-TEX® Discusses Sustainability and Millennials at Heimtextil
Millennials, or young adults born between 1981 and 1997, are the largest generation in history, outnumbering Baby Boomers and representing a consumer segment no manufacturer or retailer should ignore. Sustainability is an important consideration for Millennials. Most Millennials claim that they are willing to pay more for products that offer sustainability benefits. That is potentially good news for home textile products and service companies who are committed to positive social and environmental impact. However, communicating a message that resonates with Millennials and builds lasting brand loyalty with them can be challenging.
This engaging panel features Jennifer Marks, Editor-in-Chief of Home & Textiles Today and Carola Grummt, Head of Business Development and Product Management for the International OEKO-TEX® Association. Moderated by Anna Czerwinska, Head of Marketing and Communication for the International OEKO-TEX® Association and an expert in sustainability communications, the panellists will review the highlights of the Millennial market including key trends and the personal values that drive their purchase decisions. The experts will discuss independent, transparent third party certification as a strategy to build trust and credibility with Millennials as well as with brands, retailers, and other consumer groups.
“Accountability is a fundamental component of a marketing strategy that is effective with these socially and environmentally aware consumers,” says Czerwinska. “Millennials are looking for companies and brands who do the right thing and can prove it. Transparency is incredibly important to them.”
OEKO-TEX® offers a full range of testing and certification products that help home textile manufacturers, sourcers, brands, and retailers ensure that their products are safe, compliant, and more sustainable from fiber to factory to finished product. Grummt, Czerwinska, and other OEKO-TEX® experts will be available throughout the Heimtextil show in Hall 8 Level 0 Booth D96. The show runs from January 10-13 at the Messe Frankfurt facilities in Frankfurt am Main.