The Rise of the Conscious Consumer
Consumers are researching their purchases like never before. Price. Quality. Fit. And the latest important concept – sustainability.
Per Hubspot, “sustainability has gained traction as a mainstream, cross-generational preference. In a world where I can buy the same product from dozens of online sellers, I look for one that’s local, that supports fair trade, or that supports a cause or charity I like.”
And it’s not just a trend. There’s data to show “consumers are increasingly transitioning from complacent overconsumption to conscious consumerism.” Some research finds that 76 percent of consumers would pay more for sustainable products. That’s a huge audience that could make or break your brand!
So why is this so important for your company?
There’s more information out there in the world than ever before and the last few generations – now active consumers – have access to all of it. They know where your supplies and raw materials come from. They understand the impact on the environment of the product you’re creating. They read reviews from others before them who have done similar research. And they’re quick to move elsewhere if they don’t like what they see. For example, although Artificial Intelligence (AI) is very popular, its sustainable energy use is being called into question!
We know your products have to come from somewhere, so what can you tell your audience that will make them more acceptable? The Institute of Sustainability Studies has some great ideas that we’ve summarized below:
Authenticity – build those personal connections with your audience and show them, not just tell them, that you share their values.
Transparency – don’t let the audience find out something you should have just told them up front. That’s hard to recover from.
Engagement – a great way to educate your potential customers about what you stand for, and accept feedback from current customers on how to make tomorrow even better.
Innovation – show your audience you’re original, that you’re trying new things, and most of all, that you’re open to new ideas.
Collaboration – there are companies and organizations around the world doing great things. You don’t need to reinvent the wheel; you just need to work with people who are already rolling.
This type of marketing is here to stay, and you will do your company a disservice if you don’t pay attention to what today’s consumer wants. Businesses that use sustainable marketing strategies will stand out, show their audience they’re paying attention, and might even be a force for good.
At AMA PDX, we understand that marketing is more than just selling a product—it’s about building trust, fostering connections, and aligning with consumer values. As sustainability continues to shape purchasing decisions, marketers have an incredible opportunity to lead the conversation, innovate responsibly, and create authentic brand experiences that resonate!