Consumers are increasingly aware of the impact of the products they buy. While their priorities differ, some consumers have started to consciously (or unconsciously) to change their Digital Marketing Agencies in Newcastle purchasing behavior, decide where to buy and who to buy from based on the social and environmental impact of a brand.
They also began to notice the impact of that business on their local communities. Do they contribute to the communities in which they operate? Whether they are “local” in any meaningful sense?
This tendency conscious consumerism speaks to us on many levels. After all, we know in the local and out and we specialize in empowering clients to connect with their customers and the audience all the way up to the hyperlocal level. So let’s take a closer look at what is happening here.
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What conscious consumerism?
To provide a dictionary definition, conscious consumerism is increasing awareness of the impact of the buying decision. Who am I buy from? What the brand stands? Is my company supports environmentally responsible? Are committed to social equality?
The family spent the day at the shopping center together
This is just a glimpse of an array of questions that consumers are consciously trying to find the answers before making a purchase. With this in mind, we come to understand the importance of conscious decision-making in all kinds of consumer purchase journey, and we have developed strategies to help brands reach and engage consumers at critical moments throughout this trip.
Growing influence of CSR
According to a recent survey by Cone Communications, 87% of Americans will decide to buy the product because the company supports the issues they care about. Cone also found that the millennium are more likely than other demographics to research the company’s corporate social responsibility (CSR) and how to contribute to the progress of the world.
A recent report by the Shelton Group found that 86% of respondents believe companies should not only support social causes but also to take a stand on social issues. In fact, 64% of respondents think it is very important for companies to take a stand on social issues also said they were very likely to buy a product based on this commitment.
On a related note, 64% of respondents said that they believe the company should provide support for issues that align with the products or services they offer. A good example of this is TOMS’Satu for One initiative. It is a brand that uses its products to support people in need: for every pair of shoes you buy, the brand gives away another pair to someone in need.
This is where a solid content strategy plays a very important role. Brands must create meaningful, personal, and engaging content that not only speaks to the needs of their audience, but also resonates with their values. Understanding what customers want-and what is important to them-is how most businesses are able to make meaningful connections with their customers.
Conscious consumerism in the industry
When working on a white paper and carry out client-specific research, we have noticed that certain themes become more prominent: CSR, sustainability, and ethical practices. Interestingly, this trend is evident in multiple verticals, from retail to quick-service restaurants (QSR) for the travel and hospitality industry.
Investment in local communities
Through our research into digital marketing trends in the financial services sector, we found that CSR and community involvement is becoming increasingly important for financial institutions. Kelly McNeill-Sproxton, Member Development Director Digital Marketing Company in Newcastle at Vancity-a-value-based cooperative financial talk about the importance of understanding local communities and respond to issues that arise in the communities they serve.