In an era where corporate purpose increasingly drives consumer loyalty, G&G, the cartridge remanufacturing brand under Ninestar Image, sees alignment with shared values as critical to capturing buyer attention.
Citing insights from an Accenture survey, G&G points to a shift in global purchasing behaviour: two-thirds of buyers now prioritise brands whose values resonate with their own, avoiding those that lack clear purpose.
“We will continue to provide leadership regarding the environment, social responsibility, and governance,” said Eric Zhang, General Manager of Ninestar Image and G&G. Zhang noted that G&G’s environmental, social, and governance (ESG) efforts, highlighted in its 2023 ESG Report, underscore the brand’s commitment to setting high standards. By adopting solar power and water treatment technologies in its remanufacturing processes, G&G aims to deliver environmental leadership that sets it apart from competitors.
Brand research supports G&G’s strategy. Kantar Consulting found that brands with a purpose-focused ethos saw a 175% valuation increase over 12 years, in contrast to the median growth rate of 86%. G&G sees such data as evidence of purpose’s potential to drive sustainable growth and establish lasting customer relationships.
At the same time, 76% of buyers prefer suppliers using high-quality components, while 74% are loyal to brands demonstrating strong labour and environmental protections. G&G says it has responded with adherence to safety and environmental standards, including compliance with RoHS, REACH, WEEE, IECQ, and ISO standards for testing and product quality. G&G’s stance on these issues is one the company sees as paramount, with Zhang stating, “Our customers demand leadership. You can trust us to keep delivering it.”
