I’ve been blogging about Conscious Consumers for over a year. At first, I had to do a little digging for content. I subscribed to newsletters, read other blogs, followed Conscious Consumer companies on Facebook. Within the month’s span between my posts, I’d usually stumble across something that was timely, relevant and would make a good post. If not, I had plenty of topics scribbled down that I could turn to for ideas.
No more. Topics are now falling into my lap and piling up in the form of starred emails in my inbox. Article links, tidbits, factoids and trend enewsletters causing me to fret about how I’m going to choose from all their juicy nuggets of Conscious Consumer information. The most exciting part? It’s evidence that this area of focus – Conscious Consumerism – is here. It’s real. It’s happening.
I’ve been saying this repeatedly. And with the LOHAS audience, I’m preaching to the choir. But or those who haven’t bought into the hype yet, or even those who haven’t been scanning the media to stay up on trends as much as they wish they had, perhaps this smattering of articles from diverse sources all published in November 2013 will help:
1. “Creating the Committed Consumer, Social Enterprise’s Next Big Mission,” published by Fast Company on November 25 highlights where Conscious Consumers will go next, which they call “committed consumers.” These consumers do not just make conscious decisions, but truly commit to changes and causes through economic pressure (a.k.a. putting your money where your mouth is).
One key quote: “…consumers must begin exerting greater economic pressure if we want to see meaningful change. The more they use their pocketbooks to support socially responsible brands, the more companies will respond.”
2. “’Buy One, Give One’ Spirit Imbues Online Store” in the New York Times on November 4 covers how a top-of-mind Conscious Consumer brand, Toms, has founded a socially responsible marketplace for holiday shopping. Toms is of course known for their “one for one”/buy-one-give-one business practice. Each of the 200 products from 30 companies available in the Toms Marketplace has been vetted by Toms as “[having] a mission of improving people’s lives baked into its business model.”
3. Trendwatching is an enewsletter I’ve been receiving for years. I was so excited when their November briefing featured their newest trend: Guilt-Free Consumption.
Guilt-Free Consumption is explained well by this phrase from the report: “…consumers are now hungry for a new kind of consumption, one that will allow them to continue to enjoy consumption, yet not worry (or at least worry less) about its negative impact.”
The report is full of valuable examples of companies who provide consumers with a guilt-free consumption experience. I highly encourage you to click through to the Clean Slate Brands briefing from last April while you’re reading, too.
There’s a lot here to chew on. It’s so thrilling to see the energy behind Conscious Consumption, and I look forward to even more momentum in 2014.
Molly Hull is Associate Director of Brand Development at Clarity Coverdale Fury in Minneapolis, MN. To follow the agency’s Insights into the Conscious Consumer blog, click here. To download the agency’s THINK report series on Conscious Consumers, covering findings from a 2013 study with Mintel, click here.