6 Ways to Appeal to the Conscious Consumer

Today’s conscious consumer is flexible and chooses for the moment. The strategies of ethically-positioned niche brands are now being adopted by mainstream companies through a larger variability of existing products. 

1. Sell directly to consumers

One way that companies could benefit from this growing trend is to source products from small farmers and artisanal producers, for instance, acting as a convenient middleman between ethical businesses and conscious consumers. Companies could also create their own line of ethical products that were popularized by smaller producers at a lower cost. By designing its own products, controlling its supply chain for materials, overseeing its own production and selling direct-to-consumer online, companies could reduce or eliminate expenses associated with brick-and-mortar retail and importing. Through this strategy of selling directly to the consumer, a traditional company could offer high-end, fair trade-certified products that are more accessible and affordable than competing brands.

2. Use an advertising channel that encourages sharing

Conscious consumers are influential; thus, using online channels such as social media advertisements, which provide a convenient way to share with their peers, could lead to new customers. Moreover, user-generated content would appear more trustworthy and credible than a typical newspaper advertisement because conscious consumers are typically younger. This demographic spends a significant amount of time using different outlets of technology. Therefore, TV, radio and podcasts, in addition to social media, are advertising channels that companies would benefit from using. In order to reach out to conscious consumers, it is important to understand which platform the majority can be found using and to use multiple channels, as this allows companies to appeal to all audiences.

3. Address current problems in the industry 

Conscious consumers are “label-readers and fact-checkers; they are the brand-ambassadors and brand-trashers; they are the bloggers and the “sharers” on social media”. Therefore, in order to appeal to this consumer segment, a company requires a clear-cut strategy that includes an authentic plan of action. One way companies could attract and maintain conscious consumers is to address which current problems exist in a brand’s particular industry and illustrate which problems the company or product solve. Therefore, a company would stand to gain market share by pointing out the sub-optimal conditions for workers in its respective industry and sharing how it differentiates by offering high quality products that are ethically-sourced. Through this approach, new brand users can make the connection and grasp the proposed unique selling proposition. 

4. Use celebrity endorsements and testimonials

Additionally, brands would benefit from the use of celebrity endorsements - such as Jennifer Lopez, Miley Cyrus and Chinese pop singer Long Kuan, who are all highly influential and outspoken vegans. Furthermore, sales promotions that use testimonials would generate consumer interest by appearing informational and credible in nature. Conscious consumers tend to put a lot of effort into pre-purchase research and these types of promotions, used jointly, would generate more interest and trust in the company’s plan of action. 

5. Be transparent and educate customers

According to one study on characteristics of a conscious consumer, those who score high on "social responsibility" are a difficult target to alter purchase behaviors in "socially conscious" directions, especially those related to environmental improvements. Thus, offering transparency in terms of business operations and educating customers would make the company appear as a trustworthy medium of information and improve customer purchase decision-making. Companies would benefit from answering questions proposed on social media about ethical sourcing in a completely transparent manner so that their product speaks for itself. Whether by volunteering information about a company’s carbon footprint in comparison to industry standards or by sharing an infographic that illustrates benefits of ethical labour, educating a brand’s customers gives them the resources to make better purchasing decisions. This would attract new customers and increase brand loyalty to a particular brand. 

6. Lastly, appeal to consumer shopping orientation 

In order to increase brand loyalty within conscious consumers, who are described as young, urban, middle- and high-income consumers, companies need to address their shopping orientation as well. NYU Stern’s Center for Sustainable Business conducted a study on U.S. consumers that determined that “Products that had a sustainability claim on-pack accounted for 16.6% of the market in 2018, up from 14.3% in 2013, and delivered nearly $114 billion in sales, up 29% from 2013”. Furthermore, the study concluded that products marketed as “sustainable” had a growth rate nearly 6% faster than those that were not. Therefore, companies that adapt to this trend will increase their profit and expand their market share. 

Summary

Conscious consumers are “mindful consumers, seeking out ways to make positive decisions about what they buy and look for a solution to the negative impact consumerism is having on the world”. Brands in many industries have made efforts to be more sustainable and to position themselves as environmentally conscious brands in order to stay pertinent as well as attract new customers. These initiatives have not only helped companies increase their profit and market share, but have also brought earned media, which improves their overall brand awareness and brand equity. This results in consumers holding stronger, more favourable, and unique associations with the brand in their memory.

The methods outlined above will allow brands to seize opportunities to target these new consumption practices and expand their customer outreach in a market that is continuously growing. One way to act now would be to see for yourself - the surprising results of your favourite clothing brands implementing these methods.