Five Values That Drive Conscious Consumers
Branding and integrated marketing agency BBMG, in conjunction with research partners Global Strategy Group and Bagatto, recently released the results of a national survey in Conscious Consumer Report to reveal how companies “can reach, inspire and motivate today’s savvy and values-driven consumers” in today’s eco-buzzed business world.
Consumers are seeking natural, unmodified products that are produced locally and rewarding companies that demonstrate socially responsible practices. The survey reveals five core values that drive the conscious consumer:
- health
- safety
- honesty
- convenience
- relationships and doing good
BBMG says:
America’s consumers offer a warning to business leaders and marketers looking to ride the green wave: either back your eco-friendly words with socially responsible actions or risk a backlash. In the first major study to combine field observations with a national survey on purchasing behavior and social values, increasingly conscious consumers are demanding that companies be transparent about their practices and accountable for their impact on people and the planet.
The lesson: today’s consumers are not fooled easily. If you’re claiming to be a green-minded, socially-responsible company, you’re going to have to back it up with a lot more than just talk.
*About BBMG: Based in New York City and San Francisco, BBMG is a dedicated to helping socially-minded organizations harness the laws of branding to stand out, build relationships, win loyalty and inspire action. www.bbmg.com
*About Global Strategy Group: Global Strategy Group is a leading strategic research firm specializing in indentifying the underlying factors that influence consumer and voter attitudes and behavior. www.globalstrategygroup.com
*About Bagatto: Bagatto is a Customer Insights Consultancy specializing in customer focused business, product, and service design research and strategy. www.bagatto.net