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, Oeko-Tex reports.

The International Association for Research and Testing in the Field of Textile Ecology will discuss these challenges as part of the panel discussion taking place in the Green Village, at Heimtextil, a leading trade fair for home and contract textiles, which will be held from 10-13 January in Frankfurt, Germany.

Millennial market

This engaging panel entitled Does Your Marketing Message Build Confidence with Millennials? 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 Oeko-Tex 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.

Transparency

“Accountability is a fundamental component of a marketing strategy that is effective with these socially and environmentally aware consumers,” said Anna 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 fibre to factory to finished product.

Grummt, Czerwinska, and other Oeko-Tex experts will be available throughout the Heimtextil show, which runs from 10-13 January at the Messe Frankfurt facilities in Frankfurt am Main.

www.oeko-tex.com