Post by account_disabled on Feb 27, 2024 2:16:32 GMT -7
Consumers are increasingly concerned about the environment and the well-being of their communities and want to change their habits to help build the world in which they want to live. Companies know this and that is why many have undertaken efforts to integrate corporate responsibility into their operations. What they seem not to know is that all these efforts are practically useless if they do not have an adequate strategy to communicate them to their stakeholders. That which is not communicated, does not exist. The number of companies seeking to create more sustainable business models is increasing, but consumers do not seem to be fully aware of this. This was recently revealed by a study carried out by the American agency Good.Must.Grow. which found that while 60% of consumers emphasize the importance of choosing responsible brands, many cannot name any of them, and when they do, their statements are almost always accompanied by a series of questions. The Annual Conscious Consumer Expenditure Index CSIndex) reported this year a reduction in responsible consumption in the North American market. Last year, 65% of consumers reported purchasing from responsible brands, compared to 64% who reported it this year; 31% of them, however, say they plan to spend more on brands that care about the well-being of their communities. Overall, the index that measures consumer behavior, purchase intention and the perceived importance of corporate responsibility, shows a slight decrease of 48 to 46 points this year.
In an interview with Fast Company , Heath New Zealand WhatsApp Number Shackleford, founder of Good.Must.Grow, assured that one of the reasons why there is no increase in the index is that more efforts are needed to educate consumers. And you, can you identify these responsible brands? On the other hand, the study also found that more and more people see responsible consumption as an alternative to charitable donations, since while last year 18% of consumers said that they preferred to give back to society through the purchase of products responsible, this year the figure increased to 22%. Additionally, around half of those surveyed said purchasing responsible products was a more effective way to drive positive change. The finding seems like bad news for civil society organizations, but at the same time it represents an important window of opportunity for social businesses, as long as they are willing to create an appropriate communication strategy that highlights their social commitment and at the same time is attractive to consumers. Who are responsible consumers? A responsible consumer is defined as one who is aware of the impact that companies' activities and their own actions have on the environment around them, which is why they seek to reduce damage and become an agent of change. New information technologies have given these consumers practically immediate access to information that until a few years ago was inaccessible. Companies have had to take the reins and adopt a transparency policy that allows them to gain the trust of their consumers and other stakeholders.
According to the study, responsible consumption is dominated by women, since 67% of them consider it important to purchase products manufactured by responsible companies, an opinion that apparently only 52% of male consumers share. A fact that must undoubtedly be considered when communicating the responsible efforts of any organization. And now that? If all this data has begun to make you feel worried about how you will be able to connect with all these consumers so that they identify your brand as responsible, commit to your values and fall in love with your products. The answer lies in some simple tips. 1. The language: The language of sustainability can be extremely complex. Try to communicate your commitment in a simple way so that all your consumers can understand it without too much effort. 2. The figures: Communicating your results with figures undoubtedly favors transparency, as long as you offer your stakeholders an adequate reference that allows them to understand the progress or setback you have had on a given topic. The numbers on the air are only efficient to make your target audience dizzy and that is a practice very far from CSR. 3. The products: Consumers do not want responsible products for the simple fact of being environmentally friendly or supporting a social cause. They need to make sure the brand covers their basic needs first; So you better not sacrifice quality or try to raise the price excessively; Sustainability does not have to be a luxury. 4. Emotions: Use a positive message that your consumers can empathize with, only in this way will you turn them into ambassadors of your social commitment.
In an interview with Fast Company , Heath New Zealand WhatsApp Number Shackleford, founder of Good.Must.Grow, assured that one of the reasons why there is no increase in the index is that more efforts are needed to educate consumers. And you, can you identify these responsible brands? On the other hand, the study also found that more and more people see responsible consumption as an alternative to charitable donations, since while last year 18% of consumers said that they preferred to give back to society through the purchase of products responsible, this year the figure increased to 22%. Additionally, around half of those surveyed said purchasing responsible products was a more effective way to drive positive change. The finding seems like bad news for civil society organizations, but at the same time it represents an important window of opportunity for social businesses, as long as they are willing to create an appropriate communication strategy that highlights their social commitment and at the same time is attractive to consumers. Who are responsible consumers? A responsible consumer is defined as one who is aware of the impact that companies' activities and their own actions have on the environment around them, which is why they seek to reduce damage and become an agent of change. New information technologies have given these consumers practically immediate access to information that until a few years ago was inaccessible. Companies have had to take the reins and adopt a transparency policy that allows them to gain the trust of their consumers and other stakeholders.
According to the study, responsible consumption is dominated by women, since 67% of them consider it important to purchase products manufactured by responsible companies, an opinion that apparently only 52% of male consumers share. A fact that must undoubtedly be considered when communicating the responsible efforts of any organization. And now that? If all this data has begun to make you feel worried about how you will be able to connect with all these consumers so that they identify your brand as responsible, commit to your values and fall in love with your products. The answer lies in some simple tips. 1. The language: The language of sustainability can be extremely complex. Try to communicate your commitment in a simple way so that all your consumers can understand it without too much effort. 2. The figures: Communicating your results with figures undoubtedly favors transparency, as long as you offer your stakeholders an adequate reference that allows them to understand the progress or setback you have had on a given topic. The numbers on the air are only efficient to make your target audience dizzy and that is a practice very far from CSR. 3. The products: Consumers do not want responsible products for the simple fact of being environmentally friendly or supporting a social cause. They need to make sure the brand covers their basic needs first; So you better not sacrifice quality or try to raise the price excessively; Sustainability does not have to be a luxury. 4. Emotions: Use a positive message that your consumers can empathize with, only in this way will you turn them into ambassadors of your social commitment.