Blog>Four Tips for Marketing to the Conscious Consumer
For the sustainable or ethical brand, identifying and reaching the conscious consumer is an absolute must. This is because the cost of creating a sustainable product or service is generally much higher.
Whether it’s paying better wages, sourcing more sustainable materials or not using preservatives and pesticides (an effective way to keep the price of food down) your production costs are going to be higher than your non-sustainable competitors. So you need to find the audience that is willing to cover that extra cost.
Appealing to the conscious consumer is a necessity for companies who are looking for continued success in the sustainable space.
The most important thing to understand is who you are trying to market to. Studies show that upwards of 80% of Gen Z and 75% of Millennials consider themselves to be conscious consumers. These individuals are also teaching their children how to be more sustainable and conscious of the things they purchase.
Conscious consumers come in all shapes, sizes, and severities. Some conscious consumers are more consistent and stricter with their choices, while others do what they can when it is available. Finding a way to reach the entire spectrum of the conscious consumer will ensure that you maximise the reach of your campaign.
Many conscious consumers are also frequent social media users. It is important to put your campaign in a place where the most potential customers will see it. Most members of Gen X will not search out your product, so it is important to meet them where they are to increase your audience.
Companies that are open and vocal about their social mission tend to receive more support from the market. A social mission shows customers what values your company holds and what you are actively doing to uphold those values.
Marketing teams can use the positive connection to reach new potential customers and retain those who have already been converted. For new customers, a social mission provides a positive entry point, and those that buy into the mission are far more likely to convert based on marketing directed at a cause.
A social mission can also increase customer and even employee loyalty.
Conscious consumers are looking to get the most out of their purchases. They want quality sustainable products at an affordable price. However, conscious consumers are willing to spend significantly more on a product if they know that a portion of the profits made from that product is going to a cause that they support.
Studies have shown that customers are far more likely to spend more money on sustainable objects that come with an incentive. Conscious consumers want to feel like their money has power and are looking for ways to contribute to the causes that they believe in without breaking the bank.
Providing conscious consumers with the opportunity to receive an incentive is going to increase the number of people who purchase your product and the amount they are willing to spend. You can read more about this in our Guide to Cause Marketing.
When people are asked why they do not support more sustainable products when they visit the shop, the number one reason is that they do not know which products are actually sustainable.
Studies show that some people are willing to pay a little bit more for a sustainable product, but you can’t expect them to read the fine print of every package in order to make their decision. Be sure to clearly communicate your product’s sustainable credentials, whether selling in brick-and-mortar stores or online.
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