Note from Mack: This is a sponsored post from #Blogchat’s sponsor in September, Clarity Coverdale Fury. Check out their blog here, and please follow them on Twitter. Here’s their new post, How Brands Can Win With Conscious Consumers.
“My consumption impacts myself, my family, my community and the world at large. I consider issues of health, environment and social responsibilities when I make decisions.” – The Conscious Consumer
More and more people are adapting habits and behaviors that are based on shared values versus the “winner take all” mentality of our not-so-distant past. They are considering how their actions impact others and the world around them. What was once a small percentage of the population is now at a tipping point. This notion of “conscious consumption” and a more Conscious Consumer is no longer on the fringes but is heading mainstream.
American consumers who are practicing yoga or meditation, shopping organic or at Whole Foods, eating vegan or vegetarian are no longer in the millions, but rather the tens of millions. As we wrote in our definition of Conscious Consumer (you can read it above) they are being more mindful. More mindful of not only their own health and personal wellness but how their actions impact the world around them.
As we’ve written about this over the past year we have discovered a lot. Not only are consumers taking action but many companies are as well. In our backyard, General Mills has created Small Planet Foods, an offshoot that houses brands such as Food Should Taste Good, Cascadian Farms and Larabar. LifeTime Fitness has gotten into the business of conducting running and biking races by expanding on their triathlons with nationwide events like Commitment Day held on New Year’s Day. They have also purchased others like the famed Leadville series in Leadville, Colorado. And by doing so, have given themselves a platform to sell other services to an audience of fit-minded individuals. You can visit our blog and read more at blog.claritycoverdalefury.com.
To learn more we recently completed a study with Mintel. It shows just how much momentum there is behind Conscious Consumerism. Over the past month and through November we are releasing a large part of this data in a series we are calling Think. Every two weeks we issue a new Think report highlighting information and insights from the study. You can access the reports here.
Please feel free to use the information in your posts, presentations or articles.
We believe the momentum is there. The question for us is how entrepreneurs and marketers will leverage this momentum. And how consumers will take to manufacturers and service providers who adapt along with them.
We’ve enjoyed the journey, including our sponsorship of #Blogchat. And we hope that through this data we can provide you with some insights. Or maybe more importantly, some inspiration.
For more insights on the Conscious Consumer, follow us on our weekly blog.