Purpose Driven Companies Gain Consumers’ Hearts and Minds
It’s not a new concept, but it does seem to be a growing one — the general public’s desires for greener offerings are driving more businesses to use product certification. While branding has long played a big role in decision making when it comes to making a purchase, the rise of “purpose-driven” brands is heartening.
Whether it’s groceries, coffee, clothing or home products, there is a growing awareness among consumers that making more ethical choices when spending money can actually make an impact.
Although we’ve discussed the concept of consumer desires driving the ambitions of a business to “go green” for their clientele in the past, there has been tremendous growth in this area since 2013.
Iaian Patton recently pointed out that during this is a time of intensified feelings about the environmental challenges and climate change issues we are facing as a society it’s clear that consumers are differentiating brands by their authenticity, values and sustainability credentials at an unprecedented rate.
In fact, this rise in mindful buying shows that when it comes to the world of sustainability, customers can be a part of the solution and not just the problem. Recent research by Deloitte showed that nearly 90 percent of millennials believe that a company’s success should be measured not only by it’s financial performance but also by its social and environmental impact.
And to help demonstrate to consumers that a product is working toward being sustainable, many businesses are pursuing more rigorous, industry-recognized certifications, which serve as a tool for those in the same industry to work toward unified standards.
There is simply no doubt that companies have the opportunity to change and influence consumption habits. And this is where corporate responsibility really comes into play.
Patton notes that from a long-term perspective, certification can help ensure the future viability of farming and agriculture, which likely will confront increasing pressures from climate change and socio-economic factors. By applying best practices related to environmental management, worker health and safety, and farm productivity, certified farms are preparing to be able to deliver high-quality, sustainable produce in the future.
Whether it’s in agriculture or another industry, it is never too late to implement your brand’s purpose driven ethics into the marketing strategy.
For many consumers these days, sustainability is basically the same thing as quality. So push your company to make long-term decisions, and we bet your consumers are going to be more apt to buy in.