Label Claims + Consumer Purchase Behavior

Who doesn’t have a favorite bird? Mine is the brilliant Prothonotary Warbler. I bet you’re thinking about yours right now.

From seeing a robin pull out a worm to finding a hatched egg, we learn about birds early on. Some of us who go on to become farmers, ranchers, and biologists may build stronger connections with our feathered friends and the environment, but most people have basic bird awareness. Whether someone is feeding backyard birds or working on a big birding life list, birds are eminently relatable.

Birds are also among the best indicators of ecosystem health. They can be colorful, vocal, or both, and the intimate relationships between birds and their habitats make them standouts for identifying ecosystem health. This is especially true for grassland birds, our primary focus in Audubon Conservation Ranching.

These are simple notions, but they give me a great deal of hope when thinking about the ceiling for Audubon Certified bird-friendly habitats and continued growth and recognition of Audubon Certified bird-friendly seal.

In a 2020 McKinsey US consumer sentiment survey, consumers were asked if they care about buying environmentally and ethically sustainable products. They overwhelming answered Yes. That sentiment is now turning into consumer action: Products making environmental, social, and governance-related claims averaged 28 percent cumulative growth over the past five-year period, versus 20 percent for products that made no such claims.

This trio of increasing demand for such products, birds’ status as ecosystem markers, and the ability for people to easily connect to birds is a promising combination.

Ask your next customer about their favorite bird. Just be prepared for a long conversation!

Chris Wilson
Program Director
Audubon Conservation Ranching