The rise of the conscious business

Times are certainly changing. We live in a world where we have never been more connected, empowered and aware. So aware, in fact, that it has become impossible to ignore the environmental degradation arising from decades of prioritising profit. It is becoming more apparent that we are facing significant issues as a society. As we enter into this age of hyper-awareness, we see the rise of the conscious consumer.

What is a conscious consumer?

A conscious consumer is someone who makes a purchasing decision that is driven by a commitment to making a positive social, economic, and environmental impact. It’s a movement of consumers who are changing the market with their wallet by buying ethical products, avoiding unethical companies, and sometimes not even purchasing at all. Conscious consumers are also referred to as living lower-impact, or being mindful shoppers. Whatever it’s called, it’s a movement, and it is happening big time. Two-thirds of consumers across the globe have said “they would pay more for products from companies committed to having a positive social and environmental impact.” According to a 2018 Nielsen study “73% of global consumers say they would definitely, or probably, change their consumer habits to reduce their impact on the environment.”

Conscious Yoga Studio Branding

Conscious Branding

As we see a shift in consumer values, businesses need to adapt to the market and give their customers what they want for the good of the people, the planet and even their own long-term success. Conscious branding uncovers your higher purpose as a business and communicates it in a way that supports long term growth, by positively engaging with, and serving the needs and desires of people. It’s a mindful approach to branding, which seeks to remove the gap between business and brand, and position businesses to lead ethical change. The world now needs purpose-driven businesses and value-led brands to step-up, innovate and make change.

So, how do you become a conscious brand?

You start by simply being more conscious of your brand’s actions, reactions and the long-term consequences of them. Building a conscious brand is about engaging with, and nurturing the intrinsic values in people that will support lasting positive change – for your people, your customers, your business, and your world. It’s better business, on purpose.

Conscious branding involves getting clear on your core values and beliefs, and understanding your audience intimately. Then, you can articulate your purpose and develop your brand voice and an identity that is aligned with your mission. Finally, it includes all the strategies, communications and experiences your brand offers. This is where you take action towards creating the potential you want to see in your people, your business, and the world.

How can you communicate to your audience that you are a conscious brand?

One really effective way to connect your conscious business to your customer is through the power of storytelling. By telling your brand’s story it allows you to connect, bond and empower consumers through shared values and credible endorsements. The conscious consumer wants to invest in real change, so they want to feel confident they know the whole story behind your brand.

Transparency is viewed as the new currency for the eco-conscious consumer. One example of a brand doing this very well is New Zealand fashion brand Maggie Marilyn. Maggie Marilyn share their sustainability strategy and are having an open conversation, directly with their consumer about their efforts to be a circular economy and opening up the discussion on ways they can improve their current efforts. Simply being natural, organic, eco-friendly or local isn’t enough anymore. Consumers want to really know the brand, and what they truly are investing in so they can feel confident they are putting their money where their mouth is.