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 are INFLUENTIALS
Considered Consumers are more likely to speak about their experiences, more likely to promote or speak frankly about the shortcomings of the products and services that they sample. 49% globally claim that they go out of their way to tell others about products and services that they really like, this contrasts with just one-fifth of consumers who are considered to be low-impact for this trend. Such results emphasise the importance of creating a positive image amongst these consumers, both in terms of repeat business from them, but also in terms of the messages that they are communicating to others about your brand.
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.
Subscribe to GfK Insights