Conscious consumers have come to a realization, a realization that is changing the way that they spend their time and money. In a very simplistic way, that realization goes something like this:

“I am a conscious consumer. I understand that my choices and behaviors make an impact on the world around me. Therefore, I seek opportunities to affect the world in a positive way.”

So what are the “opportunities” that conscious consumers are looking for? A longer answer to that question can be found in studies like this. But we can confidently say that the conscious consumer will look for indicators of health and wellness benefits, environmental issues, and social responsibility before he or she will make a decision. For example, a conscious consumer is more likely to purchase a company’s product or service if he believes that by doing so, he benefits not only himself but also his greater community in some way.

Now, I know what you’re thinking, “I sell ice cream. What does selling ice cream have to do with health and wellness, environmental issues, or social responsibility?”

Sure there are the TOMS and the Warby Parker’s of the world, where social innovation, sustainability, and philanthropy are engrained into their business model. Those companies provide a very simple opportunity to make a difference. However, their business model doesn’t work for everyone, and certainly can’t be applied to every industry. Your company doesn’t have to completely change in order to appeal to the conscious consumer. You don’t have to do it all, but you must show that you are doing something. And it’s easier than you might think.

Every company does something that appeals to the conscious consumer.

Maybe a good amount of your employees bike to work. Maybe your company provides discount passes to public transportation. Maybe your office uses energy efficient LED light bulbs. Maybe your ice cream is made from milk produced on a farm in the same state.

In the grand scheme of your business, these examples are most likely very small, often overlooked things. But by bringing these aspects into the story you tell to your consumers, your product or service will become more appealing as an opportunity to make a positive impact.