Shopping is changing. Where past generations of consumers used to seek out products for quality and affordability, modern shoppers are looking for more. They’re increasingly aware that their spending habits can act as a vote for the positive social change they want to see in the world, and they’re using this ethical and moral compass to guide their purchasing decisions. Gone are the days where simply offering an in-demand product was enough—the rise of conscious consumerism is quickly shifting the shopping rules and requiring more from businesses.
What Conscious Customers Want
Conscious consumers care. They want to know that their purchases are supporting companies that are ethically, environmentally, and socially sound. As they shop, they’re looking for products with eco-friendly certifications, aligned values, small carbon footprints, fair labor practices, and ethical sourcing. Conscious shoppers are constantly asking themselves, “What is the environmental impact of this item?”, “Is this company socially responsible?”, and “Is this a sustainable product?” before they purchase. They want to know that by supporting a business, they’re making a positive impact. Here are some examples of items a conscious consumer would be interested in:
- Fair trade coffee or chocolate
- Cruelty free shampoo, soap, and makeup
- Locally sourced vegetables at a farmer’s market
- Second-hand clothing from a vintage shop
Conscious consumerism has less to do with the quality of the products and services, and everything to do with supporting a cause the company is built on. So what does this mean for businesses?
The Impact On Businesses
While it may seem daunting to try and navigate conscious consumerism from the business side, this push for sustainability and social impact is actually a good thing. Businesses now have the opportunity to strive to become a more socially responsible company. They are being asked to define and discover which causes are meaningful to them and then being expected to incorporate it into their business. This modern shift is creating businesses with purpose; businesses that exist to connect, serve, impact, and change—not just sell.
Here are a few steps to take so that your business can thrive during the rise of conscious consumerism:
- Differentiate your brand by aligning with a non-profit that matters to you
- Donate and reduce your businesses waste
- Communicate your stance on issues with your social media followers
- Add products to your business that are ethically sourced
- Discuss your efforts to become a more conscious company on your website
The goal here isn’t to shift your company simply to avoid criticism—it’s to incorporate more sustainable and socially orientated business practices into your company in a way that is authentic to you! Doing so will help you reach more customers who are aligned with your mission and give your business a deeper purpose overall.
If you’re not sure where to start or how to communicate your mission with your conscious consumers, we’d love to help. Schedule a FREE strategy session with Collective Alternative today and learn how we can take your mission and passions and promote them effectively to your ideal clients.