A Time For Change: Socially Conscious Consumerism

The World Has Changed, But Has Your Brand Changed With It?

We know. You’ve heard it a million times before this year but we just have to say it again. 2020 really has been unprecedented. A year consumed by a global pandemic which shook the world but never quietened people’s passion for progress. As major strides were made towards creating a better future for our planet and everyone who calls it home.

2020 saw global protesting for Black Lives Matter and the Climate Crisis. As well as national protesting and activism all over the world from Poland to Nigeria to Hong Kong. We witnessed thousands of people gathering all over the world demanding meaningful action on the issues that matter. Consumers had the time they needed to really think about what and who they invest their money into, courtesy of corona and a heck of a lot more time spent at home.

Consumers are now valuing compassion over convenience, and they want the brands which they buy into to reflect their beliefs. So, what do brands have to do to show they care?

More Time, Less Money

It goes without saying that we’ve all had a lot more time on our hands this year. All this time coupled with the economic uncertainty which COVID-19 unleashed on the world has resulted in tightened purse strings and an extended pre-purchase consideration phase.

Consumers have had ample time to properly research and investigate alternatives for their purchase decisions, and with this new habit formed, it’s likely to continue into 2021. People are no longer grabbing the first thing they see that fits the bill for their requirement, they want to feel confident about a brand’s background before handing over the cash.

Brands today really have to convince consumers that not only are their products or services the best on the market, but that the brand genuinely has their consumers’ and planet’s back.

Opting-Out For Life

Consumers are empowered to ignore your brand. The ease of an unsubscribe, an unfollow or a full-on block cannot be underestimated when it comes to creating branded content.

Brands have to post and distribute content that will genuinely add value to their audience’s lives, or they’re out. Content which educates, inspires, excites and delights their audience based on their behaviour, wants and needs. But, what does this have to do with conscious consumerism? The answer to that one is authenticity.

Authentic Advocacy

Consumers aren’t looking for another brand to jump on the sustainability bandwagon or ride the coattails of historical movements like Black Lives Matter or HeForShe. Not if your brand doesn’t match up to these initiatives behind the scenes.

Brands need to invest in a diverse future and showcase the changes they’re making or, even better, have already made to establish their company as an inclusive, fair, sustainable brand worth investing in. Especially with corporate leadership being under the spotlight like never before over the past few months. Consumers have strongly favoured companies who have chosen to protect and support their employees during the uncertainty of COVID-19.

In fact, over a third of consumers expressed wanting to see brands communicate the measures they have implemented to protect their staff, particularly with regards to safety and job security. An insight into the power that compassionate, holistic business practices can wield over your market share and desirability, particularly as we enter into the new year.

Share Your Strides

The key to life is balance and it’s no different for conscious consumer content. It’s important for brands to share their genuine support for the issues that matter to their audience, but only if they matter just as much to them.

Brands should create content which showcases their conscious initiatives that are relevant to their business. This could be achieved by celebrating national and international holidays promoting equality and tolerance, like International Women’s Day. Promoting wear over waste, encouraging consumers to love what they own and buy sustainably when they are in need. Or using your platform to educate your consumers on the impact your industry can have on the planet, and what you’re doing as a company to combat this.

The possibilities are endless and so long as you’re walking the walk and not just talking the talk you can ensure your brand continues to attract a like-minded community of consumers.

Conscious Culture Concluded

Where consumers spend their money has become a moral dilemma. They say that you vote with your dollar and it seems that 2021 will be the year that really matters. Now is the time to invest in empathetic, future-focused leadership and marketing practices.

If you want to know more about creating meaningful branded content which is relevant to your audience and brand, get in touch with us today.