Impact of effective marketing strategies on ethical consumerism
By Zion Rufus
Leveraging the interest of consumers in issues that affect or impact them directly by communicating your brand positioning and values that are readily available to them will naturally influence their purchase decisions and buying behavior; ethical consumers either purchase ethical products and services or in initiate the Gen Z’s ‘Cancel Culture’ on those that have been tagged unethical.
Ethical consumerism is an activism based on the premise that purchasers in markets consume not only goods but also, implicitly, the process used to produce them. To an ethical consumer, consumption is a political act that sanctions the values embodied in a product’s manufacture.
Brand marketers, advertisers, and companies must understand what matters to their customers and target market, which ethical issues are important to them, and ensure they are satisfied with the position of the brand on such issues. According to a recent study, 92% of respondents had a more positive image of a company that supported something they cared about, while 15% stated they would be more likely to pay more for a product or service associated with a cause important to them.
The ethical consumer movement has challenged marketers ever since, under the basic assumption that brands are selling for maximum profit, not for the greater good.
Corporate social responsibility is an important aspect of marketing strategy as it bridges the gap between the brand and the consumers. Consumers are likely to be especially brand loyal if their deeply held values are engaged in their purchasing. Corporations should be philanthropic and altruistic because it is part of their culture. Do not expect an ethical consumer initiative to directly drive sales, especially if your corporate values do not align with the ethical consumer. Stakeholders should also be included in the equation, including employees, media, the local community and government. One effective marketing strategy is to partner with local NGOs that focus on aligning consumer and corporate values.
Communicating clearly the position of the brand is paramount in the marketplace. Consumers appear to take a macro view of ethics in business. They rarely have specific knowledge regarding individual companies, which implies the need for brands to differentiate themselves, particularly in challenging industries like FMCG, Media, Energy, telecommunications, etc.
Get feedback from your consumers, as they may have great ideas on how you can more effectively appeal to ethical consumers with your business and marketing practices. Take the input with a grain of salt, considering the disparity between purchase intent and actual behavior can be significant. When possible, take a local angle on your product or service, as that can be a significant influencer in the decision-making process, especially during the pandemic.
For consumers that are passionate about sustainable products, or human rights, diversity and inclusivity, address your commitments to such positions and communicate them to your consumers. For instance, brands like Unilever continuously reiterate their commitment to sustainable living, healthy living, diversity and inclusion; Nestle positions itself to fight against racial discrimination.
Packaging is important to ethical consumers who are more concerned about ingredients and sustainability; consumers rely primarily on product labeling, so package design and copy are critical. Include essential facts, industry certifications, and initiatives in your packaging and marketing materials to give them the nudge.
A brand’s ethical or unethical activities do not seem to have a direct impact on purchase decisions, with the rare exception of significant amounts of negative media coverage, so long as its products are valued.
However, there is no debate that the ethical consumer market provides a real opportunity for brand marketers; marketers must create context to engage the ethical consumer. Marketers need to understand how the consumer wants to buy and help them do so.
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