4 Brands That Have Altered the Definition of Socially Conscious Shopping
Originally posted on The PopNod Canvas, the publication for authentic content marketing, influencer engagement, and impactful storytelling.
“Consumers are now buying into the values of a product and the stories behind its creation.”
In a recent Nielsen survey, half of all respondents said they would be willing to reward companies that give back to society by paying more for their products. Consumers are increasingly searching for ways to shop — and give — that reflect their values, whether that means buying local, seeking out products with sustainable packaging or donating to a good cause.
However, socially conscious shopping can be much broader than that. Consumers are no longer just buying a product — they are buying into the values they believe in and the stories behind their creation. There are brands out there that focus on making consumers feel an emotional connection with their products, and helping consumers purchase products in a meaningful way.
Made With the Power of Storytelling
“More and more people are seeking authenticity — wanting to learn about where products are made, how they are made.”
Consumers enjoy discovering companies that have a powerful storytelling component behind their products. More and more people are seeking authenticity — wanting to learn about where products are made, how they are made.
Based out of Richmond, VA, but with an online store, Need Supply Co. believes that the products they sell only tell one part of the story. As a store for emerging brands, they launched the Meet the Maker series, which shares stories about the people behind their products and encourage an understanding of the care and attention to detail that goes into the products they carry. They recently had L.A. bag designer Clare V. to their store, who designed the wonderful “Oui” clutch, to share her story. They also conducted a Meet the Maker with Pennsylvania-made shirt brand Gitman Brothers Vintage, who uses shirt patterns as a blank canvas for creative prints.
Made With Positive Energy
The second thing consumers look for are products that are made with integrity, and even more so — those that have a charitable component as part of their core business.
With their mantra of positive energy, Alex and Ani designs products that have a positive impact on the world. All items are manufactured in America and made from recycled materials. Most importantly, their Charity By Design initiative gives back a portion of sales of selected pieces to charity. They have been able to give back over $20 million to partner charities and other non-profit organizations. For example their Living Water Bangle, benefiting Living Water International, allowed for Alex and Ani team members to travel to Guatemala in June 2014 to help dig a well for a village in need of clean water.
Made By Preserving Traditions
Lastly, more people are seeking quality and craftsmanship in products, and products that are produced close to home. Two DC-based designers have elevated the importance of not only a gorgeous aesthetic, but careful detail to their processes.
Erika Schrieber’s collections are inspired by women who dress for versatility, durability, and longevity. With its high standard of craftsmanship, the company hopes to revive the American cut and sew industry and bring back garment manufacturing to the United States. They’ve also created a signature tee that reads Let’s Do It Right Here. 10% of each t-shirt sale benefits Fashion Fights Poverty, an organization with a focus on developing and nurturing industry & trade skills here in the United States.
Sophie Blake’s jewelry is inspired by architecture, geometry, and art. Each collection is carefully handcrafted in New York City using traditional jewelry making techniques and the highest quality of materials. With an undercurrent of Art Deco style, the collection uses vintage chains, stones and crystals dating back as early as the 1930s. The designer can be found in her DC area shop, sharing her stories of inspiration and workmanship with her customers.
See the full segment about socially conscious shopping on Let’s Talk Live.
About the Author
Stephanie David is Founder and CEO of PopNod, a storytelling platform that helps brands tell their stories authentically through their biggest fans and influencers, with socially impactful content.