Rise of the conscious consumer: What brands need to do to win

I ended up going with Bombas and the reason had nothing to do with their moisture wicking technology. All the brands I considered would have made my feet happy, but Bombas had a clear mission that made my heart happy: when you buy a pair, they donate a pair. And that made my wish-list item a no-brainer.  

Elevating Your Brand Purpose 

I’m not always on-trend, especially when it comes to sock fashion, but the reason why I chose to go with one brand over another does put me with the majority. That’s because 80% of young Americans are likely to base their purchase on a company’s mission and values (source). And for this new era of conscious consumers, the brand mission and values need to be more than just authentic or culturally relevant. Sure, it’s great that your company started out of a van or has been around for 100 years, but Millennials and Gen-Z shoppers want to spend their money on brands that do good and make a difference. And that is true for every brand, not just socks.  

Three Ways to Win  

If your brand’s purpose needs to be elevated, or story needs a refresh to more meaningfully connect with the next generation of consumers, HY is here to help. In the meantime, here are three ways to get inspired today.  

1. Mental Health 
   A recent study showed that mental health tops the list of the most important health and wellness factors, even above physical health and financial health. In fact, nearly three out of four adults are interested in products that can improve their mental well-being (source).  That’s why I believe it’s no longer an opportunity for brands to contribute solutions in this space, but a responsibility. 
   
   Our client Napoleon, a leading manufacturer of gas and electric fireplaces, has prioritized making a positive impact here. Napoleon believed true comfort at home was about more than warmth – it was about enhancing well-being. Together we launched a landmark study that proved fireplaces can positively impact mental health. The brand partnered with interior designers and architects to help show consumers simple ways to transform their house into a healthy home with affordable, accessible and flexible electric fireplaces design ideas. The campaign completely changed the way consumers think about fireplaces and health at home.  
    
2. Environmental Responsibility
   More pressure is being put on brands to do their part to contribute to a healthy planet, especially by the youngest generations of consumers. And they’re putting their money where their mouths are with 75% of Gen Zers and 70% of Millennials willing to pay more for environmentally friendly products, according to a recent HY study. But it can’t just be lip service as less than half of people trust brands’ sustainability claims (source). To earn that trust, it’s critical that your actions to protect the environment are real.  
   
   One example of a brand that does a great job leading the way is Ben & Jerry’s. The ice cream makers don’t just talk, they walk the walk in all facets of their business—from eliminating single-use plastic straws and spoons to using plant-based packaging. They’ve also set goals to reduce carbon emissions in the production of their ice cream by 40% in 2025 and 80% in 2050. And they’ve done a good job of ensuring consumers know they care about environmental causes, including starting their own foundation. 
    
3. Social Advocacy 
   Brands that act in moments of adversity or address social issues their audience cares about is what today’s generations demand. In fact, 82% of people are more willing to purchase brands that support social issues and advocate for social equality (source). Gen Z especially cares about this, as 58% say that that if a brand doesn’t communicate its actions to address societal issues they assume it is doing nothing (source). 
   
   Every year, our client Wahl, makers of pet clippers and shampoos, donates bottles of dog shampoo, clippers and brushes to animal shelters nationwide. The company learned through research that most dogs entering shelters need grooming and that many of these shelters do not have the resources to clean up these dogs. The effort is part of Wahl’s Dirty Dogs program, which, in addition to providing the necessary grooming supplies, also gives shelters monetary donations. Through its actions, the company not only positions itself as the brand that helps keep your dog groomed, but thousands of dogs in need.    

Summary  
Standing out in today’s sea of sameness requires more than just providing a quality product or the lowest price. To rise above the fray and connect with today’s conscious consumers, brands need to address the greater good. Reviewing and revising your brand mission to ensure it resonates with the next generations of buyers is something that should be revisited often. Need a fresh perspective? We have the experience and passion to revitalize brands and deliver ideas that make a difference in the world.