Ep 3: The Conscious Consumer: Buyers on a Mission
Episode Summary
Sustainability is all the rage these days, and this isn’t just a passing trend. We’ll tackle the topic of climate change head-on, how it impacts business and purchasing decisions. A growing segment wants to buy from businesses that give a hoot and have a bigger mission.
Consumers care about where their products come from, their environmental sustainability and where their dollars are going to help causes they care about.
Listen to hear the five top tips for appealing to this modern consumer.
Branding
Many large brands are beginning to embrace more mission-driven initiatives. It’s a way to stand out in a crowded field.
For marketing, content about a brand’s impact can persuade better than the standard “Buy Now/Hurry Up” calls to action.
Why Trust Seals are important
Conscious consumers are wary of greenwashing. They want verification of the claims companies to make about how sustainable their products are
Some Big No-Nos with Packaging
Too much packaging can turn off this segment of consumers. There’s a growing industry for recyclable packaging and fulfilment options.
Community
There are already passionate zero waste and environmental sustainability communities to tap into online.
Second Life of Product
Consumers want a circular economy where items can be purchased and re-used. Not just new products. Companies are also offering repair and send-back programs to inspire re-use.
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