THE ETHICAL CONSUMER & 7 WAYS TO MARKET TO THEM

73% OF GLOBAL MILLENNIALS WILLING TO PAY MORE TO BUY FROM THOSE MAKING A POSITIVE SOCIAL OR ENVIRONMENTAL IMPACT (VS 50%, 2014)

“Consumers in developing markets are often closer to and more aware of the needs in their surrounding communities as they are reminded daily of the challenges around them, which leads to a desire to give back and help others.”

Rates were lower in North America and Europe than in the Middle East, Africa, Asia, and Latin America.

Nielsen Global Survey on Corporate Social Responsibility

Millennials 3x more favourable to Sustainable brands than 35-49 year olds

GLOBAL GENERATION GAP

3x 12xNielsen Global Survey on Corporate Social Responsibility

Millennials 12x more favourable to Sustainable

brands than 50-65 year olds

0 20 40 60 80 100

CHINA

CANADA

INDIA

BRAZIL

AUSTRALIA

UK

USA

TURKEY

S KOREA

NIGERIA

MEN & WOMEN SHOULD BE TREATED EQUALLY

0 20 40 60 80 100

BRAZIL

INDIA

TURKEY

INDONESIA

CHINA

NIGERIA

USA

AUSTRALIA

UK

S KOREA

IT'S IMPORTANT TO MAKE A WIDER CONTRIBUTION TO SOCIETY

0

10

20

30

40

50

60

USA EUROPE APAC MENA

% WILLING TO PAY A PREMIUM FOR EACH HEALTH ATTRIBUTE

ALL NATURAL GLUTEN FREE MADE FROM FRUITS VEGETABLES SUSTAINABLY SOURCED ORGANIC

“Consumers seek comfort from modernised updates of age old formulations, flavours and formats.” (Nielsen, 2016 Food Trends)

MARKETSMAKING

REMEDIESBUTTER

ARTISANAL BICYCLESTEA

LOCAL

(Across 16 markets) in natural/organic skin care by country India, Indonesia and China scored the highest.

With China and India having a history of skin care remedies including medicinal and natural plant extracts or herbal ingredients, this is not surprising.

Local brands including Inoherb and Herborist have benefited from such a consumption trend. Herborist was in the global top 10 fastest-growing brands in 2014, with 17% growth.

Euromonitor International’s Online Survey on Personal Appearances

ETHICAL MARKETING 1. TRANSPARENCY & TRUTH

“Sainsbury's Holme Farm' is actually a packing plant on an industrial estate.”DAILY MIRROR

Shoppers might be expecting this, and not a flat roofed industrial plant

2. POLITICAL SOLIDARITY

'We used to joke and say, God please destroy the school ... and he did.'

3. ETHICAL CONSUMPTION

PEAK STUFFACCORDING TO STEVE HOWARD HEAD OF SUSTAINABILITY AT IKEA WE MAY HAVE REACHED

4. CORPORATE RESPONSIBILITY

BRANDS SEEN AS CAUSING MANY PROBLEMS IN MODERN SOCIETY

CURINGJUST IMAGINE....

By 2020 we will help more than a billion people take action to improve their health and well-being. By 2030 our goal is to halve the environmental footprint of the making and use of our products as we grow our business. By 2020 we will enhance the livelihoods of millions of people as we grow our business.

5. COPING WITH STRESS

INFORMATION TECHNOLOGYSide Effects may include: Anxiety, Weight Gain, Sleeplessness, Addiction, Headaches, Tension and Inability to Concentrate.

TEXT

THE FRENCH GOVERNMENT IS REGULATING AGAINST OUT OF HOURS EMAIL

39% OF US EMPLOYERS OFFER SLEEP CLASSES

6. BEHAVIOUR CHANGE

IT’S NOT ABOUT MAKING NORMAL THINGS SEEM GREENIT’S ABOUT MAKING GREENTHINGS SEEM NORMAL

7. PRODUCT SERVICE SYSTEMS

CONCLUDING THOUGHTS

NOW THE QUESTION IS

CAN WE AFFORD TO BE NICE?

CAN WE AFFORD NOT TO BE NICE?

THE QUESTION USED TO BE

IN THE UK, MCDONALDS HAS EMBRACED HEALTHIER EATING WITH SALADS AND FRUIT BAGS, SUSTAINABLE SOURCING, ORGANIC, FREE RANGE, LOCAL, RECYCLING... CREATED FRESH MODERN CAFE DESIGN & EARNED 'BEST PLACE TO WORK' AWARDS

CONSECUTIVE QUARTERS OF UK GROWTH

40IN THE USA, MCDONALDS DID NONE OF THIS AND IS IN STEEP DECLINE LOSING 1/8 OF ITS VISITS BY YOUNG MILLENNIALS IN LAST 3 YEARS

Technomic Data, 2014

WHY BE MEAN WHEN YOU CAN

BE MEANINGFUL?

THE WELLBEEING REVOLUTIONAND HUMAN−FRIENDLY BUSINESS

BY JOHN GRANT