Tapping into Conscious Consumerism?
Be Aware of These Four Cautionary Tips. As we advance toward the 2020 election, climate change is rising to the top as a key issue. Following a year of record CO2 emissions and the largest year-on-year increase in seven years, it’s no surprise that more people are concerned about their impact on the environment than ever. Brands that have already commoditized this trend are on the uptick. Nielsen recently reported that products with sustainability claims (think “fair trade,” “all natural,” “organic”) generally outperformed the growth rate of total products in their respective categories. Millennials are especially conscious consumers, with 90% willing to pay more for products that contain environmentally friendly or sustainable ingredients. It’s easy to assume that marketing the “green” qualities of your company or a specific product can only add to your success. The truth is, the path forward is littered with pitfalls which, if you are reckless or even the...Continue Reading