There is increasing evidence that brands need to be socially responsible these days. Every purchase decision that we make says something about us as consumers. To help us shop with a clear conscience we look to companies and brands that are honest and transparent in everything they do and say. The GfK global trend of ‘Considered Consumption’ shows that today a staggering 79% of consumers agree that they only “buy products and services that appeal to their beliefs, values or ideals” with increasing numbers of people claiming that “where and how a product is made is very important to me”.
Considered Consumers seek TRANSPARENCY
In an age where information is at the consumer’s fingertips, concealing bad practice can be incredibly difficult. A key aspect to the Considered Consumption trend is consumer research that takes place before committing to purchse, a behaviour which has increased over the 5yr period between 2007 and 2011. Researching brands is crucial to these consumers as they try to establish which purchasing options reflect their own values and beliefs most closely.
In tomorrow’s world, brands don’t really have a choice but to be socially responsible. It is crucial to consider the Considered Consumption mindset before, during and after production. Brands must embrace transparency, deliver quality and harness the power of influence. And finally, global values messages will need local execution, which of course has never been more important yet harder to achieve. For more details on the Considered Consumption trend, contact us.