The rise of the responsible consumer
You can’t have missed it, consuming responsably has become, more than just a mere trend, a real way of life for a growing number of people. After a series of revelations, scandals and accusations towards the food industry and with the rise of environmental issues and policies, consumers have started to feel more and more concerned about what they eat and how it is produced.
According to a study that was recently published by Havas Worldwide ‘Superbrands 2016: consumers and future business models’, which surveyed more than 10.000 people from 28 countries, 58% stated that their awareness concerning social and environmental impact of the products they consume has increased in the last years.
As well as this, 53% of them stated that they don’t allow themselves to buy products from companies that have a negative social or environmental impact.
The rise in demand of more responsible brands presents an opportunity for them to find new ways of competing thanks to this commitment. Consumers are becoming more conscious of the long-term effects of their daily purchases, this awareness makes them look for ally brands that allow them to live a more eco-friendly and healthy lifestyle.
Regarding this whole context, companies have a major role to play and they can also take advantage of it. Indeed, showing a true environmental or health commitment is now a boon to improve the likeability of a brand. The British brand Innocent for example, well known for their 100% natural smoothies and juices that are now organic, has managed to create real bounds with their customers through funny quirky communication, packaging that reflects the values of transparency and ethics made of recycled and recyclable materials, and true commitment with projects against global warming.
Therefore, if ethical and healthy products have turned into a new sales argument, be careful not to be accused of “green washing”! Certainly, the customer doesn’t like to be fooled, this is also why governments have implemented labels and certifications such as “green label”, “organic certified”, ISO 14000 norms …, to ensure the reliability of the products.
In Little Buddha, we recently worked on the branding and packaging of the Danish ecological tea brand Pickwick. Have a look!