In a bid to ‘go green’, eco startup Zero Co Australia successfully crowdfunded US$5m in October 2021. The funding reflects the strong consumer support for brands that espouse compelling ecological goals, says GlobalData, a leading data and analytics company.

Such strong support is in line with GlobalData’s Q3 2021 survey, which shows that 48% of Australian respondents are somewhat or completely loyal to brands that support “green”/environmental matters^*.

Bobby Verghese, Consumer Analyst at GlobalData says: “Consumers have come to realize that a completely plastic-free world may not be feasible in the immediate future given the convenience and functionality of plastic packaging. They are supporting brands that take concrete steps towards minimizing the impact of plastic packaging on the environment.”

Zero Co commenced operations in Byron, Australia in November 2020 with a mission to stop the use of single-use plastics, and to fund large-scale ocean cleanups. The company claims to offer ‘Made in Australia’ plant-based, vegan-friendly, cruelty-free, grey water & septic safe personal care and homecare products.

However, the hallmark of the company is its innovative closed-loop packaging model with direct-to-consumer (DTC) delivery of refill packs. Customers can empty the contents of the refill packs into its reusable ‘forever bottles’, which are made using landfill plastic, and mail the empty pouches back to the company in a reply-paid envelope that comes with the package.

Verghese concludes: “While ‘going green’ can escalate the operating costs of brands, it can pay rich dividends in terms of consumer goodwill. Moreover, it will help brands comply with the Australian government’s National Plastics Plan, released in April 2021, which sets a timeline to make 100% food and beverage packaging reusable, recyclable, or compostable by 2025.”

*Data taken from GlobalData Q3 2021 Consumer Survey – Australia (September 2021) with 569 respondents