Conscious consumers
With the UK financial watchdog proposing rules to stamp out ‘greenwashing’ in 2023, retailers will need to be more transparent with consumers about how they’re being more sustainable. We take a look at what consumers are looking for from brands when it comes to purpose.
SHOWING YOUR COMMITMENT
As consumers are educating themselves around the impact of what they buy and consume, they’ve come to rely heavily on sustainable products. And today, where they spend their money is just as relevant as what they’re buying.
“76% of respondents say they’ve made a conscious effort to purchase more sustainable products in the past year.”
It’s not just new items either, brands such as eBay are now focussing their marketing on ‘pre-loved’ items. Zara have launched a new pre-owned service, and Primark, Marks & Spencer and John Lewis are all moving into this fast-growing market. According to Talkwalker’s Social Media Trends Report for 2023, 82% of consumers want companies to put people and the planet before profit.
Many brands and retailers make sustainability pledges – often aiming to have made lasting changes in just a few short years – but it’s vital to keep these promises. One brand who’ve shown their commitment is Ganni. The fashion label have become B Corp Certified, with high verified standards of social and environmental performance, transparency and accountability. Showing you’re committed will build trust with your customers, and soon there will be more rules to follow for accountability.
“UK financial watchdog proposes rules to stamp out ‘greenwashing’. The rules will be finalised by mid-2023 but not come into force until at least June 2024 to give the industry time to adjust.”
WORKING TOGETHER
Being clear in store about what you’re doing to be more sustainable and conscious means more to customers than ever. A bigger difference can be made by working together – retailers need to offer schemes for recycling and reusing products, which in turn encourages customers to participate in them. We like how Levi’s celebrates sustainability by offering responsibly remade pieces at their concept store in Soho, London.
And the more transparent you are in your product journeys, the better. You can help promote ethical purchasing decisions for consumers and showcase your brand values.
“60% of shoppers in the US, Europe and China want more transparency about the production journey their clothes have been on, so they can make ethical purchasing decisions.”
REDUCING WASTE
Did you know that 73% of UK households have thrown away forgotten items from cupboards, fridges and freezers? Globally, around 931 million tonnes of food goes to waste each year, according to a 2021 UN report. In the current cost of living crisis, the reality of this is shocking.
The industry is making great strides on reducing waste in the supply chain, but now there needs to be focus on consumer support. A key way to help customers throw away less is reinforcing messages in the retail environment: campaigns on the benefits of frozen food, clear labelling, and education on how to get the most from what they buy. Recently, shoppers have been turning towards canned goods more, in a move to reduce both spend and waste, so brands can help support with these changing habits.
It doesn’t just apply to the food and drink industry either, with fashion brand Aesthetic Laundry, nothing is wasted. They make clothes to order and use deadstock fabrics, rather than put new ones into production.
5 WAYS YOU CAN APPEAL TO CONSCIOUS CONSUMERS
Here are just some of the ways you can make your brand appeal to a more conscious consumer…
#1 BE TRANSPARENT
In all areas of your business, from supply chains to internal initiatives, and communicate this clearly to your customers.
#2 PUT YOUR MONEY WHERE YOUR VALUES ARE
Animal kindness, fair trade, organic or social enterprise.
#3 BE MORE AGILE WITH SUSTAINABILITY
Continue looking for ways to be more eco-friendly: where can you minimise packaging? How can you cut waste?
#4 WALK THE WALK
If you make sustainability pledges or supplier promises, keep them. Showing you’re committed will build trust with your customers.
#5 GIVE BACK
Consumers are more likely to spend with you if they can see that your brand is doing good, for others or the local community.
OUR VIEW
Brands that go above and beyond when it comes to presenting their values and mission, while understanding and providing social responsibilities for their customers and community, will be the ones that consistently come out on top. Be brave, be transparent and make the shopping experience as responsible as possible.