How to Satisfy the Socially Conscious Shopper
We live in an age of rampant consumerism, a fact that's hard to ignore. Just stroll downtown or surf the internet, and it won't be long before you're bombarded with messages designed to get you to buy something. Today, shopping itself seems to be an important cultural activity, and it's predicted that by 2030, the global middle class will reach 5.3 billion people, meaning there will be more people with greater purchasing power than we have today, especially in developing countries.
For those in the consumer goods industry, this is good news. One of the truly major benefits of consumerism is that it stimulates economies; however, consumerism can have a significantly negative impact on the environment and can also have negative consequences for societies around the world.
Consumerism is defined as the human desire to acquire goods in excess of our basic needs for adequate food, clothing, and shelter. Today, the modern consumer is becoming increasingly socially aware of the global and social impact that the production and distribution of consumer goods has on our society, and many consumers are learning to prefer companies that behave ethically or have values that reflect their own.
For e-commerce store owners who want to stay ahead of the curve and brand themselves as socially conscious businesses, they must create an identity and an online store where customers can shop and make a positive impact on the world with every purchase they make. They won't just sell a product, they'll provide consumers with something far more valuable to them.
According to a study conducted by Nielsen, an overwhelming 81% of global respondents strongly believe that companies should contribute to improving the environment and should embrace social responsibility in their operations. This is especially true for Millennial, Gen Z, and Gen X consumers.
In light of these concerns about social values and responsibilities, consumers are making changes to their purchasing habits, which would signal to any e-commerce entrepreneur that they must also adapt their business to these new types of demands.
An interesting characteristic of the socially conscious shopper is that the social value of their purchase can often transcend price. In other words, they may be willing to spend more on brands and items that align with their values rather than looking for the best and cheapest deal.
In this article, we'll delve into what today's consumers want to see in companies and the businesses they support.
Here are some small actions all e-commerce businesses can take to attract and retain socially conscious consumers:
1) Offer recyclable or biodegradable packaging
E-commerce typically involves a lot of packaging, resulting in mountains of waste. We often send or receive packages covered in bubble wrap and polystyrene pellets, both of which are non-recyclable and non-biodegradable.
Single-use plastic waste used for shipping has a negative impact on our society, as it often ends up in landfills, rivers, and oceans, negatively impacting our environment. Many of today's consumers are opting for "plastic-free" solutions or are at least trying to significantly reduce their single-use plastic waste. To address the single-use plastic problem, you can use recyclable or biodegradable packaging. This will also attract shoppers to your store and make them happy to shop with you, as they are significantly reducing their negative impact on the planet by using packaging labeled 100% recyclable or biodegradable.
2) Build a socially conscious brand image
A socially conscious e-commerce company can do good while doing reasonably well in business. It can be seen as a way to generate profits while giving back to society.
Your socially conscious brand values can be your calling card, helping you stand out from the competition. Just make sure your consumers understand the cause you're supporting through your marketing, and communicate your brand values by making them part of your business. Every time consumers make a purchase from you, they're not only supporting your business, but also taking a stand with your store's approach to ethics and social awareness.
For example, if you run a small cosmetics company that caters to an online audience, you can tap into the market for cruelty-free, vegan, and locally sourced ingredients that come in recyclable packaging. The beauty of creating a socially conscious brand is that it's easier for consumers to form an emotional connection with your business.
Transparency is also highly valued by consumers. You can do this by posting photos of your team at work, showcasing your efforts in creating sustainable packaging, or showing your customers how you give back to society.
3) Raise awareness
When you create a socially conscious brand, raising awareness for whatever cause you support should also go hand in hand. You can also think of raising awareness as a way to educate consumers and thus acquire more paying customers. As you can probably tell, socially conscious consumerism is a win-win for everyone involved.
Many brands today participate in what are known as "social good campaigns," which are when a brand promotes a product while also involving a social action and an idea on a relevant social topic. A social good campaign can be conducted in response to a cause or event. This helps a brand demonstrate its concern for current events and what is happening socially or environmentally while staying up-to-date. This is clearly a great way to stay ahead of trends and keep your brand relevant as times change.
4) Show your commitment to the company
Some brands pledge to donate a portion of their profits to charities of their choice, while others pledge to continually explore new ways to minimize their carbon emissions.
Anything, no matter how small, you can do to make a difference will leave a big impression on your target audience. Brands that promise to reduce their negative impact on the environment are making way for positive social change.
Consumers are out there looking for brands that will work with them to create a better future, and many long-standing companies are finding themselves challenged by young companies committed to catering to the new generation of socially conscious consumers who no longer want to "get the best deal" for their money, but are more concerned about how their purchases impact their world. Today's consumers are using their money to take a stand and fund a sustainable world and a brighter future.
Conclusion
Consumerism, like many things, can have a good and a bad side. Many of today's younger consumers are starting to choose brands and companies with ethical visions that support the world and the future we all want to live in, as well as e-commerce companies that want to do their part to raise awareness and create a better world with their products.
