I was recently going through a survey on the web in which more than 90% consumers stated that they would prefer a brand associated with a social cause over the others. That’s a huge percentage.
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This figure ignited an interest in me to find out how conscious consumerism is taking over the world. It did not come to my surprise that all the big guns are making the most of this growing conscious consumerism. But what I was amazed to know was the fact that even local businesses are shifting their focus on making the most of this air of conscious consumerism.
And why not? A survey from Nielsen’s Global Company found out that more than 55% of online consumers are ready to pay more for products coming from businesses which support a social cause.
The rise of educated and empowered consumer
Since ages humans have used natural resources without paying heed to the fact they are non renewable. The consequences of which we are seeing in the environmental imbalance.
But today’s consumer has become more interested in saving the environment than ever. They are aware of the harms we have already done to the environment. And that’s why they don’t hesitate to invest in brands which support a cause.
An empowered and educated customer is always on the lookout for brands that are contributing towards a sustainable ecosystem. Hence focusing on creating a sustainable business model becomes need of the hour.
Conscious works as a catalyst
Conscious consumerism is not a mere trend. It’s works as a catalyst for consumer to connect with a good cause and buy something.
Businesses have seen a huge rise in their sales. Nike, for example, came up with their Flyknit line in 2012 with the concept of minimizing waste in shoe production. The shoe line was made using specialized yarn that produces less waste. And it turned out to be a highly successful step, driving millions of dollars in sales.
There are endless examples of such brands that have used this concept to connect with their audience. And at the same time shoot their sales.
So, how can you target conscious consumerism? How to make it work for your business? Well, here are some tips -
Make sustainability part of your DNA
You can copy everything, be it marketing gimmicks, product ideas or more. And it can still work. But the one thing you can never copy is ‘Company Culture’. If you are working towards creating a sustainable business model, you need to instill this thinking within the DNA of your team.
Get your team involved in the process. Discuss with them about how you can work towards building a sustainable business model. When they will be aware of what your business vision is, they will also focus more on achieving it through their work. And that way things will be more streamlined.
Do first, then talk
Building a sustainable work culture is more about doing and less about marketing it. Yes, marketing is the only way to spread words about your vision. It’s the only way to let people know about the endeavors you are undertaking for the betterment of society. But, that’s not it. Your marketing endeavors should not be just a greenwash. It should be actionable. The smart consumer of today won’t believe in just words. It would first see your efforts and then believe. So, focus on doing it first and then talk about it. And not the other way around.
On parting note I’d like to quote here that ‘What’s good for the world is what’s right for the company’. And there are concrete numbers to prove this. If you are looking for ways to make your business sales through the roof, then focus on connecting with a conscious movement. It could be anything — starting from environment conservation to building business processes which are centered around changing the world.
This will be a great way to not just boost your business sales, but also build long lasting relationships with your consumer as well.
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Vartika Kashyap is a seasoned marketing professional who is an expert in digital marketing and entrepreneurship. She’s been featured among LinkedIn’s Top Voices for the year 2016. She currently runs the marketing team at ProofHub — a project management software for teams of all sizes. Connect with Vartika on LinkedIn, Medium and Twitter.
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Originally published at https://www.linkedin.com on February 3, 2017.